We get 34.2M Views a Month. Here's how (just copy me)

We good? We hot? We spicy? In the chat, let me know if you guys can hear me. Okay. All right, let me know if you all can hear me. We're doing something new. We are, uh, 10-4 spicy. Great. Okay, so, um, we're doing something new now. Also, can we decrease the delay between me saying stuff and me— like, can we, like— not like I gotta be edited or censored. I probably do need to be edited and censored, but, uh, y'all are just gonna have to, have to deal with how that goes. Uh, but yeah, I, uh, some of you guys may know this, but I've, um, I'm committing fully to, uh, to doing more live streaming.. And I wanna do this so I could like make my content with you guys. And so you can kind of see like behind the scenes what, what it actually is. And so I'm going to my, my rough plan, my rough agenda for today. Oh, my audio sounds mirrored. Does that sound like anything? All right. Live. Yeah, you can hear me. All right. So the plan for the day is that one, I'm gonna talk about some content strategy stuff that I think will be beneficial for you guys. And then I'll be taking live Q&As from y'all, doing a little Hormozy hotline action. All right, so that's kind of, that's the very rough agenda. Part 1, some stuff that's good. Part 2, more good stuff that's good. All right, fantastic. Cool, let's rock and roll. So I'm going to do a quick intro YouTube style so you guys can see. It says audio is bad. This is bothering me. It says echo. Sounds good now. Sounds good now. Yeah. Okay. All right. So here's my little— this is like me behind the scenes actually doing this. So here's the intro. Uh, we got 32.7 million views on YouTube this month. Here's how. So I posted 35,000 pieces of content this year. We did a $100 million book launch for $100 Million Money Models in 72 hours or 3 days. We did over $100 million in sales, $105 point something or 6 million to be exact. And the issue that most people struggle with is that you're making not enough content, number one, and the types of content that you're making are not attracting the types of customers you want. And so the promise that I have for you today is that I will show you a framework that I have called SPCL, like special if you want, but it's how to build influence rather than how to get as many views as possible or anything like that. All right, but it's a 4-part framework. S.P.C.L. is how you can remember it, S.P.C.L. And I want to break down each of the 4 components for you so that you can think about how you want to approach making content, all right, and building a brand in general. And so I also share this because I am not somebody who naturally— like some people just naturally have that like taste and, you know, brand knowledge and like have cool factor for— like I am not that way. Like I'm not naturally that way. I'm not artistic. I'm really not creative. But, so SPCL, these are letters and hopefully overhead cam works alright. Subjective reality, describe how you would see it with your eyes rather than try and put a whole bunch of emotional words around stuff because these are, that type of language is what confused me for a very long time when I was coming up. And if anybody's played a video game, it's like you have a role for Dungeons and Dragons and it depends on how charismatic, how much influence you have, how high of a roll, or how low of a roll rather, you'd need in order to be successful with the request, right? And so if you wanna stack that stat for you, right, then if you wanna min-max your influence, if you will, then you wanna stack all 4 of these things. Okay, you're like, okay, I think I'm following with this. So how does this relate to content? So first off, starting from the back, likeness, I think so much more of it is just like, just be you. I don't think there's any, there's zero ROI in trying to be or act in a way that is different than who you are. And like, it's a relatively trite message, but like, most people are NPCs. Most people say prerecorded scripts. They look at like the 4 different outfit combinations that exist for different kind of mental stereotypes. It's like, oh yeah, guy who loves barbecue and craft beers. Oh yeah, that's that archetype. I'm just gonna be that archetype. Or you've got like hipster bro who likes hipster shit, right? Or you've got, you know, like just bro, right? You've got just like straight up bro. And people somewhat put me in that status, but I also like for a few years was wearing like sandals that looked like really weird. And I wore those and that was not bro-y at all, but like I wore 'em 'cause they were super comfortable and I didn't have to like wear socks, which is a big thing for me. Anyways, the point is just like, I think what makes you unique is if you actually lean into the nuances that make you you and actually have a way to defend why you do what you do. Because most people don't even think about why they do what they do. And if you do things and you don't know why, it's because you're following someone else's directions for your life rather than your own. Weird, like real. And so, so much of us have been programmed by people earlier in our lives. And I say programmed as though we're like machines, but think about it like this. What person do you think in your life, highest likelihood, has super high max status, power, credibility, and likeness? I'll wait. Who do you think has the highest, has these maxed out earlier on in your life? It's your parents, right? It's your parents. So think about all 4 of these elements. Status. Do your parents control scarce resources, things you want? They've got money, and they've got toys that they can buy you, they've got food, they act like they control your shelter, they control what room you live in, they control if there's other people in the room, like they have huge amounts of status in your life because they control all the scarcest resources, all the things you want. And also to the degree for each of these SPCL, these are not binaries. So don't think like, oh, I have status, I don't have status. It's to what degree do you have status, right? Like if somebody's got more money than you, they might have some status. If you've got $1 and somebody's got 10 grand, they got more status than you. But if someone's a billionaire, they have way more status than the guy who's $10,000. Right? Okay. So again, think not in binaries, yes or no, but think in continuums. So the next one is think about your parents, power. How many reinforcement cycles do you assume that your parents had from the time you were born? And when I say reinforcement cycles, it means like they said do this, you did that thing, and then a good thing happened. Now you might be like, ah, I hate my dad or hate my mom or whatever your thing is. I don't really care. That doesn't matter for this purpose. The idea is that they probably said, "Don't go in the street," or, "Don't do that," and you avoided a bad thing, or, "Do this," and then a good thing happened, right? You tied your shoes the first time, you put the two bunny ears together, you tied your shoes, a good thing happened. You followed their directions. Think about how many times a parent has given you directions and you followed them and a bad thing was avoided or a good thing happened. Many. And so it makes sense that not only do they have a lot of status, they have a lot of power. Okay, what else do they have?

Credibility.

Now this is one where I think parents sometimes might lack compared to the other things. Now if you have a parent who also has credibility in that specific realm of whatever it is that they're talking about, then you have even more influence on you, right? And then finally for parent, are they like you? Yeah, they literally look like you, right? And oftentimes they share similar values to you to a degree. Obviously some people just go polar opposite from their parents. That's fine, but I'm talking in sweeping generalities for most people, right? And so this should at least explain or break down like why do parents have so much power over us? How do they have so much influence over our behaviors even when you don't even— here's the really kooky part about this. You might not even want to listen to your parents. You might not even like your parents, but you can still feel that you have to like resist their requests because you are so programmed based on these elements of behavior to comply with their requests. All right? And so then the idea is how do we take these 4 elements, right? And then how do we reverse engineer these into the content that we have so that we can build up true influence? Like, and again, we're defining influence as the likelihood of a compliance with a request, right? And That likelihood will depend on the nature of the request and how much your SPCL is in relation to that thing. If I was giving out fashion tips, I probably don't have a lot of credibility for fashion tips. I don't know if I control any scarce resources around fashion. I have no fashion hookups. I probably haven't given anyone specific fashion tips. I have no third-party anything for credibility for it, and you probably don't look like me. And so I probably would have very low influence, and so these things are not I mean, to some degree they can generalize as you go up and up and up, but you have more influence in domain specificity, right? So of course there's some things that will generalize over time. This is why people go to their hairstylist and they'll listen to them for relationship advice. It's like, how does this person who cuts my hair have anything? Like, why would I trust them in any way on relationship advice or on a stock pick? But the thing is, is that there is some degree that generalizes, but it's obviously going to be way more domain specific to whatever their thing is., right? So hopefully this makes some sense for you guys. Okay, so if we know these are the 4 things, status, power, credibility, likeness, then for each of these things in our videos, right, we want to demonstrate that we control scarce resources. And so for me, like at the very beginning, if you think about what the intro was, right? So I said we did 32.7 million views and we did over $105-something million in sales for the book launch in 72 hours. And so that's me demonstrating status. I have these things, right? Then power. So what I'm gonna do in this video is I'm gonna break down 4 things you can follow, and if you follow these things, you're gonna be more likely to get people who are gonna comply with your future requests. And so that means that they're not just going to watch your video, but they're going to be more likely to, one, watch your next video, and if you have any kind of call to action in the video, whatever level of call to action that is for you, whether it's subscribe or like or share or or buy something that's small, or set up a call, or whatever it is that you sell, then this is going to be second, right? Like, you'll have included that in your content. So then credibility is gonna be the third-party stuff. So the reason that I had at my launch, for example, I had Guinness, I had to pay those judges, I had to pay 3 judges 24 hours to be on site, was because I wanted to validate that the books that we did and the revenue that we generated was legit. So I had a third party that most people respect as like a legitimate corporation, that their entire business is based on trust, that they validate and verify proof that these records were broken. And so that gives credibility. And then with respect to the video, status and credibility can seem similar, but because so commonly the things are linked, What I mean is like if I say I just have money, I will have some status. But with relation to what this video is about, the credibility component will be more around the views that we're able to generate and the sales that we were able to generate from having content. And so money generically gives status. The credibility around the specific that I'm describing, which is like how do you build influence inside of a video or a personal brand, that's going to be— that's the third— that's the kind of like the objective proof. Does that make sense? Hopefully that's— I'm separating these for you. One is generic status. The other is going to be specific to whatever we're describing, all right? Now, the likeness piece, like I said earlier, is just you being you, right? And so that's why I'm actually super pumped to do these livestreams 'cause this is like honestly way more fun for me because like, I can't tell, like I'll be real with you, I honestly hate making YouTube videos. And what I mean that is like staring at a camera and having like prompts to solicit me to say stuff, Like, I will do it because I have a relatively high pain tolerance and I'll do what is required to get what I want. But like, I'm going all in on this. So if you guys are like, what's Alex's kind of like media strategy for the future? I'm focusing on two words. You can write this down. Live, interactive. Those are the two things that is describing the ACQ 3.0 or Mozzy Media 3.0 vision for what's going forward. Like, that is what I'm focusing on.. And I'll tell you a story of why, why I think this is so interesting. So I had a conversation with a mega influencer. I don't think you would mind, um, with MrBeast a few weeks ago. And we were talking about kind of like the future of media and content. And so one of the things that he was just talking about was, um, the soccer game that came up, uh, that they do like UK versus US. And I didn't, I've never watched the game, but you might have seen some like YouTube videos about it. So what ends up happening is that they have all these different celebrities or influencers from different platforms, right? And so starting from the lowest, I'm gonna use my little drawing again. The lowest people on this little totem pole, they would walk out in the stadium and this became the kind of the de facto like measuring stick for who had the most cool points, right? These are the A-listers, okay? And so this is your typical kind of celebs from like movies and like '90s and the 2000s or whatever, right? People like they recognize because they're celebs but like they don't have like huge I guess they have some media presence, but it's more like traditional media. The level of applause for these guys was almost nothing. Barely anyone cared. So then the next level that came up was the Shorts, the Shorts creators. So this is your like only TikTokers or people who only make Reels, but like only short videos, okay? And so they had a little bit more applause on the applause-o-meter, compared to the A-listers. Then, then the long-form guys came out, and this is when the audience got way rowdier. All right, so this is your podcasters, your YouTubers, the people who make long-form pieces of content. And I'm going to pause here for a second to kind of like highlight why I think this is. So I don't think there's anything wrong with Shorts. We make tons of Shorts, but I see the purpose of Shorts as many times a way to get someone to watch a long, right? They watch a couple shorts and then think, okay, this guy seems legit or this gal seems legit. I'm gonna risk my time because that's the risk. They're making an investment, right? You're making an investment today. I'm gonna risk that I'm gonna get a good return on this, right? And so shorts then lead to longs. But let me show you the difference from an influence perspective. How many reinforcing cycles do you think you can have in 30 seconds compared to 2 hours? It's like not even close, right? And so if someone watched 2 1-hour pieces of content from me, period, okay, 2 1-hour pieces, it's 120 minutes, for me to get that same level of exposure and kind of cycles of reinforcing with a prospect, right, and they were only consuming Shorts, right, let's say my average Short, Michael, do you know what my average Short is lengthwise, 15 seconds? Let's say 15 for math's sake, okay. So let's say it's 15 seconds. So that means it's 4 Shorts per minute. So if I have 120 minutes for longs, I have to do— someone would have to watch 480 shorts to have the same level of exposure as watching 2 hours with me. And think about how important this is. Like, what were the things that people said? Like, this was the quote podcast election, right? This one that just happened. Trump went on, and I don't care about the politics behind it, but I do care about influence and persuasion. And so like, why is it that the— I think, my opinion, The two podcasts that I think really nudged this election, my opinion, is the Trump 3-hour-plus podcast that he did with Rogan like a week or whatever it was before, before November. Is it November 4th? I think it's November 4th. 11th? November 11th? You guys already know. I'm sure someone in the comments can correct me. Okay. You've got, I think that was a huge influential event. And I think, um, I think Elon getting on, uh, Tucker Carlson and doing that interview. I think those two interviews were some of the interviews that really nudged the election. And again, I don't care who you voted for, it doesn't matter to me. I just, again, I think about this from marketing persuasion, okay? And so because of that, audiences who were not sure got to spend 3 hours with a presidential candidate, and as a result, it just nudged some of them in the direction to ultimately vote, okay? Now, back to our little story. So A-listers have almost no applause, shorts have slight applause, longs have legit applause. Then the livestreamers. When the livestreamers came out, it was like the entire auditorium or stadium or arena erupted. And when I heard that, it was such a visual example of of just like, I mean, we have this saying which is like butts in seats, right? Like if you, like some of you guys who are watching this have some level of following or you make some sort of content, whatever. And some guys who don't, like you might as well get started, right? But if you just make a bunch of like meme content, right? You demonstrate almost none of these things, right? You demonstrate no status, you give no people any directions, on what to do, so they get no positive results as a result in their life as it relates to whatever domain they care about. You're not demonstrating any kind of credibility, and maybe you have some element of likeness. That one you might have, some element of likeness that might come from a meme sort of content, right? And so what happens is some of you guys are chasing views when what I think you want is you want to have prospects who are more likely to comply with a future request., right? And so we need to change our behavior to maximize the likelihood that occurs, right? And so in looking at this thing, this is why I'm telling you, like, showing my cards, I'm going to be doing more live streams. And I think it's also, and this is me like outside of SPCL, but I think like meta themes overall is that I think that the internet will always move towards truth. And so I think the A-listers, everything's super curated, everything's super polished, it's Photoshopped, it's scripted, right? And as you move closer this way, it's rawer. Like you have a 3-hour podcast, like they're not scripted, right? Or most of them aren't, right? Streaming, it's like, yeah, we're live, right? I can't do anything. Like we're live. And so this idea of how can we approximate the rawest reality of you, us hanging out, right? And actually going through this stuff. I think that is what will unlock the most influence as long as you are still including these SPCL elements into it, and I think that's the marriage, right? How do I do SPCL and do it as many times as I possibly can? That's the idea, and so livestreaming provides that opportunity. Now, let's also think about this from a context of volume, right? So whether you like him or not, Rogan, tremendous influence, right? To the same degree, PBD, tremendous influence. Dave Ramsey, tremendous influence. What is it that these guys have in common, right? What is it they have in common? They're putting out hours of content every single day. So you guys wanna hear something a little bit mind-blowing? So I said earlier that we have 35,000 pieces of content, right? Now I hear plenty of times, there's tons of $1 million businesses, $2 million businesses, things like that, they put out 1 piece of content a day, right? And there's nothing wrong with that. That's 365 pieces of content a year. And if you think about the size of acquisition.com in terms of our revenue, right? Compared to somebody who's doing $1 or $2 million a year and they're doing 365 pieces of content, we're just quite literally doing 100 times more. That's it. Like we're literally just doing 100 times the volume. And as a result of that 100 times the volume, what do you think's happening? We get 100 times the prospects. And so a lot of like, like people want to try and like outsmart themselves and thinking that they can like, not do the work that's required, but it's actually far more linear than you would expect. So like we just know that like 1 out of 10, you know, shorts is gonna go, you know, is gonna be a 2 or 3x outlier. We just know what that math looks like. Same thing for longs, right? And so it's like, how do I just jam as much into that input-output machine as I possibly can? And as long as I'm checking these boxes, like I'm making the right kind of content, then you are going to get the right kind of prospects, all right? So I'll give you one more nugget and then I'll open up for discussion. And I love Dave, by the way, for those of you like, Dave's a G, Dave's been doing it. Like, I don't care who you are, you have to respect that man's level of effort. Like, he's been doing this for, I don't know, 40 years, 40 years. He's been putting out 3 hours a day of content. It's like, I don't care what you think about him. Like, the guy works. And he's consistent. And the thing is, and he'll be the first to say, he's like, it's not like I'm Superman or I'm not like some rocket scientist here. He's like, but the guy is consistent. And I'm telling you, if you can unlock consistency, you can become an incredibly dangerous competitor. It's wildly underestimated. And so for those of you who are starting right now, start. Start. You will not make less money by letting more people know about your stuff, period, full stop. So I'll give you one more nugget, like I said, which is that some of you guys may have heard this, and it's a concept of social media is now turning into interest media, okay? So what does this mean? Let's unpack this for a second. So if you make content and you judge it by views, I think that's dumb, and I'll explain why. If I have a grandma in public come and just do a running slap and just slaps me across the face, that video will probably get views. But does it get the grandma views? No. Does it get me any more people who now believe more in my stuff? No. But what it will do is it will show it to people who are interested in humor, which is a lot of people, right? But those might not be your customers. And they probably aren't. So assuming you're not an entertainer and you are somebody who's a business person, and if you're in business, whatever business you're at, e-commerce, SaaS, services, brick and mortar, doesn't matter. If you sell services to anyone, you're likely going to be an educator, not an entertainer, meaning you're trying to provide value to people to change their behavior in some way, and ideally changing behavior that gets them to walk closer to you and buy stuff, okay? So what do I mean by social versus interest? If you want to attract the right avatar, make content for that avatar. That sounds so obvious and simple, and the thing is that no one does it because here's the writer-doubter: the content is the targeting. Like, the algorithm is so good now, it knows what you're talking about, it knows, it can literally judge your background, it judges what you're wearing, it judges who you are, and will display it to the people that they know have a history of watching content that is similar to that, that people find valuable. And so if you're making stuff about how to fix pianos because you're a piano repair guy, then you will find people who are trying to fix their pianos, right? Or they're making, or maybe they're making a purchasing decision relative to pianos and maybe they wanna see which ones break the least or whatever. But if you're making that type of content, you might be like, man, I'm only getting, you know, 1,000 views a video. It's like, yeah, but the market of people who are buying pianos might be significantly smaller than the market of people who just wanna be entertained or distracted.. So it's not fair to compare your views against MrBeast's. It doesn't make any sense, right? And so if I were to think to myself like, I have a room of 1,000 people that are going to watch this and all of them are only interested in fixing pianos, that's a hell of an opportunity. And so we have just like wildly dis— like I don't want to say not tracked, we track views of course, but like I care so much more about IRL responses. So what I mean by that, If I make a video and then I get texts from business owners that I like and that I respect being like, yo, that was fire, then I'm like, okay, I'm on the right track. And so some of you guys, let me know in the comments if you guys have seen a format that we've talked about, we call it Cash Cows, but basically it's me, there's a business owner that presents a little bit about their business, and they come to this side and we talk about how to improve their business, right? So let me know in the comments if you like that style, and if you do, Let me know if you're a business owner or not. Okay? So like, I like that style and I'm not a business owner. I like that style and I am a business owner, or I don't like that style and I'm a business owner, or I don't like that style and I'm not a business owner. Let me know in the chat. I'm at a delay, so I'm just gonna guess what the responses are. But here's the reality of it. Whenever people are here in person at our headquarters, right? You were like that style in your business owner. Okay, great. Yes. Okay. Yes, exactly. So if you are a business owner, when I have people who are here in person, IRL, in real life in Vegas, right? Business owners who fly out. I ask, I say, what is your favorite type of content? Dollars to donuts, that's their favorite type of content. And so I make more of that even though, and it would make sense, like it would make sense that there's fewer of those people, right? Because Just think about math. If you've got the whole population here, I'll show you a little graph on this. And you have to do this math for yourself, otherwise you're gonna get really frustrated with your content. So let's say that 100% of people, like this represents 100%, let's just use USA 'cause I already know all the numbers for USA, okay? So let's say this is 100%, all right? You get 100% of people who are interested, okay. Well, right now only 9% of people even own a business. Like 9%. So right off the bat, I'm gonna have a huge percentage of people that aren't my ideal audience. Now of course I do have people who are business interested and that's why I'm a co-founder of school and we give people a way to go start a business online in a low cost way, right? Which you can do, it's $9 a month after a 14-day trial. You guys can check it out. And there's a bunch of like training and community and all that good stuff. Alright, but you can go school.com, I think, forward slash Hormozy. I think it's below this video. Doesn't matter. Point being, 9% is what I'm competing for. Okay? Now, that means there's about 32 to 33 million business owners in the US. Okay? 32 million. That's 100% of all business owners. Now, within that, 95% of that 9% is below $1 million in revenue. 95%. So then I've got 5% of that 9% that are over a million. Now if you want to get weird with it, what percent do you think is over 10 million? 0.4%. 1 in 250. 0.4%. And then 100 million, 9 figures, is I think 1 in roughly 3,000 depending on like your data source. 1 in 3,000 businesses gets to $100 million a year. This big. And so it would make sense then, right, that given these numbers, right, 9% is $32 million. So out of 5% of that is going to be 1.5 million people. There's only 1.5 million people who are business owners doing over $1 million based on the math that— this is Census Bureau data. Maybe theirs isn't correct, but that's the math, right? And so if we're looking at that's the market,, then it would make sense that I'm not gonna get all 100% of them to watch my video, right? If I got 1.5 million views and 100% of them were business owners, that'd be insane, right? And so it would make sense that like if I get 100,000 views on a video that's really made for that level of business owner, then I'm crushing it, right? And it doesn't make sense to look at, you know, MrBeast's video with 100 million views and be like, oh man, I suck. It's like, dude, we have different games, right? And so I'd encourage you to create accurate expectations of the size of the market that you're going after and also think about the translation of these numbers into IRL, real life. Because when I started out and I was making YouTube content, I started at zero just like everybody else did. And I remember saying, I was like, can you believe, can you imagine there's gonna be a time where we get 10,000 views on a video? I remember saying this, I was like, dude, we're gonna get 10,000 views in 24 hours, it's gonna be sick. And that was because at that time I was getting like 1,000 views in 24 hours. But for me I was like, 1,000? I worked in real life, I had brick and mortar. So for me to get 1,000 people in a room, I was like, my God, I would do lunch and learns with 15 people. So I got 15 views, I was like, hell yeah. I mean, I would do this in person and this is just being convenient for them so it's at home. And so I bring this up so that you don't judge, one, the number of views. It's way more important to have quality of views. I have 2 businesses that I looked at in the last year that were doing over $1 million a year with less than 5,000 followers. There's another business that's a B2B insurance company that I invested in that I don't want to share the numbers, but okay, I won't share. I'll just say many millions on like 10,000 followers. I'll just leave it there. All right? And so you absolutely can make plenty of money with a very small following as long as you make content that's directly valuable for that following. All right, with that being said, uh, we just went over SPCL, status, power, credibility, and likeliness, what you would include in videos, why I'm going all in on livestream, and why the whole point is you want to get as much time with your prospects as humanly possible. You want to make the topics of your content based on the things that those people find interesting, not based on like being social, but being interesting. And if you make it interesting for them, they will keep watching it. And then being realistic about your expectations on how many views you can get based on your size of market. All right, with that being said, let's rock and roll. Let's do some llamados. I don't know the Spanish for— Oh, we're gonna go old school. Isn't this so 1990s? Okay. We good? Hello? Can you guys hear me still? Yes?

All right.

So is that— who's that? I'll chat for a bit. Okay. While they turn this on, I'm going to do a little chat. So let me know any questions you guys have in the chat related to this or related to anything business. And then I'll answer what I have while they turn the first caller on. Cool. All right. You guys like live? Yamadas. There we go. Now I know. Yamadas. We got to get some yamadas on the line. Yeah, the $100 million man is still here. $100 million man, rocking and rolling. You guys liking this live setup? I love this. This is so much more fun for me. Okay. So Adam, you're 22, want to build a multimillion-dollar business. Should I start now, fail forward and learn on the way, or spend money to choose building skills, cash and clarity? To me, those are one and the same. Like, you will build skills by failing. So I would try and do stuff. Just being real, like, do stuff, learn from it. And if you can make money while you're doing it, great. I think that for many people, one of the— like, a huge leg up that you can have is working 1 to 3 years in the industry that you want to get into. Like, I think there's just, there's huge upside there because you don't even know what you don't know, and you learn so many like default ways of operating. Because when you have to— I'll give you an analogy. So imagine you've got a pile of bricks, right? So you've got this pile of bricks, all right? Let's say that these bricks represent, you know, stuff that you can use to build. This is gonna be a terrible pile of bricks, but whatever, okay? And someone says, go build me a building. Right? So you then try and assemble these bricks in a, in 100 different ways. And the thing is, it's like, if you don't have directions on how to assemble those bricks, you're not going to know what assembly is the correct one for a building. And so the thing is, is that if you have an ideal building in mind, right, then there may be a few ways that you can correctly assemble the bricks to get a building, but there's gonna be way more ways to not assemble the bricks to make a building. And so for me, I would rather just like, kind of like if you're building a building, like you're building an IKEA desk, right? If you don't have the directions and you have the pieces, you might eventually figure it out, but it's so much, it takes so much more time than having a model to look at because you automatically know. You're like, okay, well, first thing I'm going to do is I'm going to separate my tools over here and put my screws over here. And then I'm going to put my blocks over here. Great. So it's the first thing. That's what you do. And then after that, you're like, okay, I'm going to look at this picture. There's got these 4 legs and you're like, all right, let me put flip it upside down, put leg 1, leg 2, leg 3, leg 4. You're like, okay, it's almost looking like a table. But if you have no idea and you've never built a table before, you didn't build anything before, then it's way harder to do. And so that's why I think I would recommend make money, earn, and learn 1 to 3 years. Like my first thing out of college, and like college is different now than it was then, but like I did college for 3 years and then I worked for 2 years. And then the next thing I did is I still didn't even start immediately. I then Started as like an apprentice at a gym because I wanted to get in the fitness business. So I went to a successful gym owner and said, hey, can I like work for free? Can I mop the floors? And I was like a white-collar consultant. So I went from making, I think, I actually don't remember what I made. I know I had $50,000 in savings. The reason it's like unclear is because I got paid on contracts, it was like very lumpy. Anyways, but anyways, he then basically started paying me minimum wage to follow him around. But like, an amazing ROI for me because he was like, oh yeah, like email marketing. And I was like, what's that? And he was like, oh, it's this whole thing, right? And again, YouTube wasn't really like around the way that when I started doing this. And so I had to learn the hard way. So that being said, hopefully that helped for Adam in terms of thinking about what to do. And John, what's up? We on? John, I was gonna say Alex. Yeah, it's me. Hi. John, what's up, man?

Tell me about the business. Yeah. So we help people with chronic back pain and sciatica get pain-free with our online program.

We're currently thinking about 9— Talk a little slower.

Talk a little slower.

I think our constraint is, uh, talk a little slower.

Can you hear me?

Oh yeah, sure. Okay. I can talk slower. Yeah.

Talk slower.

Talk louder. Okay.

Okay.

Yep. So we help people with chronic back pain and sciatica.

Um, we have an online program. Okay. So online. Okay. Yep. And you help with back pain.

Got it. That's right. What's revenue?

And we're doing $95 grand a month. Okay. So you're doing a million bucks a year roughly. Okay. So you're doing a million a year. Great. Um, how are you? So I know you're online.

Are you selling via checkout page or via sales call?

We do a DM to triage call to sales call. Okay. So sell. Okay, cool. You're an online salespeople. Okay. Yep.

Okay.

Got it.

And how are you getting leads?

Uh, it's, we have a million followers on Instagram.

Okay, 1 million on IG. Anything else?

Uh, yeah, like 200 grand on TikTok. Okay, cool. Well, you've probably already seen the difference of the value of 200,000 on TikTok versus 1 million on IG. Yeah. Want me to give you a quick hack to turn those TikTok people into more value? Please. Yeah, so we have found that the best call to action for TikTok, if you want to sell higher ticket stuff, is actually make the CTA DM me on Instagram and then put the link to your Instagram.

Wow.

Okay.

Yeah. So like on TikTok, you get people to DM on Instagram.

I know, but you already have your whole DM team set up on Instagram anyway, so like it works great. Yeah. Cool. All right, so that's thing one. Great. So what do you want to do? What's the limit?

What's holding you back? It feels like it needs consistency. So we have one sales rep and two setters. And I wanna get more sales reps, but it's just like one week will be filled out weeks in advance and then another week we barely get enough leads to fill up one and then we just end up pitching on every single post. So it just feels fatiguing for the client. So I'm curious, do we start ads? Can we start retargeting or do we need to fix something first? How many posts a day are you putting out? We're putting out one post a day on Instagram. We tested two, but it's just like we really focus on, we edit it for 8 hours, we make it great, so it's one a day.

Okay, I think you can probably make more. I'll just, I'll just put that out there. I would, I would 100% not believe in the mythology of like there's a platform limit. There totally isn't. And that's on— and I, I pretty much stand by that on every platform. Um, like Fox News puts out one— I just looked at this, we were calling up this morning— uh, does one long per hour on YouTube. Oh wow. Right? And they do like 300 million views., right? And, uh, there's a Bollywood account that gets a billion views a month on Instagram and puts out 100 posts a day on Instagram. Jeez. Yeah. So you have to think about it like this. So instead of, so I hear what you're saying with the fatiguing audience. I think more realistically you're fatiguing your editor, not your audience. I think they're not making good enough stuff. No, I'm being real. I think they're not making good enough stuff. Like your audience has no, has an insatiable demand for value. Wouldn't you like, yeah, believe that in your core. Your audience has an insatiable demand. It will literally never— it's an endless pit when it comes to value and has almost no appetite for fluff and waste. So if we— I don't know if you can see the YouTube, but if we have— let's imagine that this circle represents a million people. Okay? When you make a post, you're getting like 1 to 2% of your audience to actually see it, right? And so if you make more posts, you'll just have more 1 to 2% that see it. Okay. Okay, now where your issue comes up is that when you make your call, you know, your direct call to action posts, then it goes from like that kind of thicker dot to just like an itty-bitty speck because your reach gets hammered, right?

We actually do a call to action on every post, like at the end.

Yeah, and that's okay. Well, it's not the end of the world. Again, all that matters is like how long is the CTA relative to the post, right? So it's usually like, are you doing a ManyChat integration? Yeah. Yeah.

So how long is the CPA?

Uh, it's like 6 seconds. Is it? That's long. Is it prerecorded or is it like prerecorded then stapled on or are you making them native every time? It's native, but it's the same every time almost. Yeah. So you want to swap out what the lead magnets are constantly. Oh, okay. Got it. Right now. Cause like why would they respond? They already got it. Yeah.

Right.

So, all right, so I'm going to, I'm going to write down little nuggets for you. So number one, we're going to go TikTok, TikTok, uh, DMs to IG as CTA. Number two, we're going to make more lead magnets so that you can alternate through them. Number three, uh, I think more content is a good idea. Okay. Number four is I think you need to lower your time your CTA time, so I would shoot for like 3 seconds or less for your CTA, 'cause the thing is it'll kill the view-through rate, right? And then that's killing the amount of reach you're getting. Yeah, okay, and you're doing comment, like book, or comment whatever, and then it DMs them the thing?

No, we actually do a, like for a free static assessment, and then we just basically say comment for an assessment, and then we book a call in the DMs.

Yeah, I mean, that's also a really heavy ask. So it might be worth considering like a cheat sheet and then a triage question. Okay. Because I mean, like, that's like the heaviest right hook you can do. Yeah. I'll give you guys a little insight also to the My Livestream Bros. On one hand, like when we do ads that are like direct to workshop, that's like the heaviest ask. John. I was going to say Alex. Yeah, it's me. Hi. John, what's up, man?

Tell me about the business.

Yeah. So we help people with chronic back pain and sciatica get pain-free with our online program. We're currently thinking about—

Talk a little slower. Talk a little slower. I think our constraint is, uh, talk a little slower.

Can you hear me? Oh yeah, sure. Okay. I can talk slower.

Yeah. Talk slower. Talk louder.

Okay.

Okay.

Yep.

So we help people with chronic back pain and sciatica.

Um, we have an online program. Okay. So online. Okay. Yep. And you help with back pain.

Got it. That's right. What's revenue?

And we're doing $95 grand a month. Okay, so you're doing $1 million a year, roughly. Okay, so you're doing $1 million a year, great.

So I know you're online, are you selling via checkout page or via sales call?

We do a DM to triage call to sales call. Okay, so, okay, cool. You're an online salespeople, okay. Yep.

Okay, got it, and how are you getting leads?

We have 1 million followers on Instagram. Okay.

1 million on IG. Anything else?

Uh, yeah, like 200 grand on TikTok. Okay, cool. Well, you've probably already seen the difference of the value of 200,000 on TikTok versus 1 million on IG. Yeah. Want me to give you a quick hack to turn those TikTok people into more value? Please. Yeah, so we have found that the best call to action for TikTok, if you want to sell higher ticket stuff, is actually make the CTA DM me on Instagram and then put the link to your Instagram. Wow.

Okay.

Yeah.

So like on TikTok, you get people to DM on Instagram.

I know, but you already have your whole DM team set up on, on Instagram anyway. So like it works great. Yeah. Cool. All right. So that's thing one. Great. So, uh, what do you wanna do? What's the limit?

What's, what's holding you back? Uh, it feels like it needs consistency. So we have one sales rep and two setters. And I wanna get more sales reps, but it's just like one week will be filled out weeks in advance and then another week we barely get, you know, enough leads to fill up one and then we just end up pitching on every single post. So it just feels fatiguing for the client. So I'm curious, do we start ads? Can we start retargeting or do we need to fix something first? How many posts a day are you putting out? We're putting out one post a day on Instagram. We tested two, but it's just like we really focus on, we edit it for 8 hours, we make it great, so it's one a day.

Okay. I think you can probably make more. I'll just, I'll just put that out there. I would, I would 100% not believe in the mythology of like there's a platform limit. There totally isn't. And that's on, and I pretty much stand by that on every platform. Um, like Fox News puts out one. I just looked at this. We were calling up this morning, uh, does one long per hour on YouTube. Oh wow. Right. And they do like 300 views., right? And, uh, there's a Bollywood account that gets a billion views a month on Instagram and puts out 100 posts a day on Instagram. Jeez. Yeah. So you have to think about it like this. So instead of, so I hear what you're saying with the fatiguing audience. I think more realistically you're fatiguing your editor, not your audience. I think they're not making good enough stuff. No, I'm being real. I think they're not making good enough stuff. Like your audience has no, has an insatiable demand for value. Would you like, yeah, believe that in your core. Your audience has an insatiable demand. It will literally never— it's an endless pit when it comes to value and has almost no appetite for fluff and waste. So if we— I don't know if you can see the YouTube, but if we have— let's imagine that this circle represents a million people, okay? When you make a post, you're getting like 1 to 2% of your audience to actually see it, right? And so if you make more posts, you'll just have more 1 to 2% that see it. Okay. Okay? Now, where your issue comes up is that when you make your call, your direct call to action posts, then it goes from that kind of thicker dot to just like an itty-bitty speck because your reach gets hammered, right?

We actually do a call to action on every post, like at the end.

Yeah, and that's okay. Well, it's not the end of the world. Again, all that matters is how long is the CTA relative to the post, right? So it's usually like, are you doing a ManyChat integration? Yeah.

Yeah.

So how long is the CPA? Uh, it's like 6 seconds. Is it? That's long. Is it prerecorded or is it like prerecorded then stapled on or are you making them native every time? It's native, but it's the same every time almost. Yeah. So you want to swap out what the lead magnets are constantly. Oh, okay. Got it. Right now. Cause like why would they respond? They already got it. Yeah. Right. So, all right, so I'm going to, I'm going to write down little nuggets for you. So number one, we're going to go TikTok, TikTok, uh, DMs to IG as CTA. Number two, we're going to make more lead magnets so that you can alternate through them. Number three, uh, I think more content is a good idea. Okay. Number four is I think you need to lower your time your CTA time, so I would probably, I would shoot for like 3 seconds or less for your CTA, 'cause the thing is it'll kill the view-through rate, right? And then that's killing the amount of reach you're getting.

Yeah, okay, and you're doing comment, like book, or comment whatever, and then it DMs them the thing? No, we actually do a, like for a free static assessment, and then we just basically say comment for an assessment, and then we book a call in the DMs.

Yeah, I mean, that's also a really heavy ask. So it might be worth considering like a cheat sheet and then a triage question. Okay. Because I mean, like, that's like the heaviest right hook you can do. Um, yeah, I'll give you guys a little insight also to the My Livestream Bros. Um, on one hand, like, when we do ads that are like direct to workshop, that's like, quote, the heaviest ask. Like, hey, come out to Vegas, right? That's pretty It's going to have a hurdle, et cetera. Now, when we have a scaling roadmap, which you may have seen ads for, the scaling roadmap has lower immediate ROAS, but over a 60 or 90-day window has superior ROAS to direct workshop. In addition to that, it also has 10 times the reach because getting somebody who's a little bit— somebody who's like, yep, I want to come to a workshop, they've already consumed— it's almost like warm audience retargeting more than it's like an ad and a process that nurtures prospects and then warms them up, provides value, et cetera. And so I think if you want to broaden the net that you're going through, just make the ask that you have a little bit lighter. So I think one, you've got your direct, like if you're doing one a day, I would do like maybe two a week of the direct one and then do the remainder of them as posts that are, lead magnet-centered, right, like 7 tips to fix this or whatever, right? And you can spin, I'm sure you could spin 100 of those things. It's not that hard. And then the triage question is like, hey, are you here for free stuff or do you want to solve the problem for good? And they're going to say, I want to solve the problem. Then you're like, great, and then you're into a sales conversation.

That's great.

And then at what point would you start retargeting ads? The thing is, okay, this will be great for everybody. So, again, I don't know if you can see my thing. So if you think about your audience as this pyramid, right, the people who are buying from you right now are this like tiny, tiny little top 1% here. And so there are some things that, there's some actions that could get you to convert just a higher percentage of that 1%, which means that like we could make the well or the pyramid larger, which we would do by posting more times and making better content., right? Or we can keep that pyramid the same size, right? And then we can move this line of what percentage we're converting and make that a little bit deeper. When you add a sales team, that converts a higher percentage of the audience. When you add ads, you can convert a higher percentage of the audience because you're just going to have your ads shown to a bigger percentage of people in that sphere, right? And so it's almost like reaching into forward revenue and pulling it forward, which is fine as long as you're filling up the bucket. Right. So I would— right. You get what I'm saying with that? So you will absolutely make more money if you have a sales team and run ads, no question. But then you will hit another plateau and you will still be limited by the growth of your organic unless you create a true cold traffic acquisition channel, which is a different monster and beyond the scope of right now. All right. And so my recommendation is I would want you to double your content. And if you want to keep one of your CTAs as— because I don't want you to like— I don't want your business to go down. Keep one CTA as your direct to, you know, book a call, and keep the other and make the second CTA for the lead magnet, and just do two a day. That's good. Cool? Sounds great. All right, rock and roll. Appreciate you, John. Awesome, thank you. Yeah, thanks for calling Hermosi Highline. All right, so let's take a little, let me look at the chat. What's up, guys? Okay, so as I build a personal brand, is it better to become an authority in a certain skill and then start posting content, or is it better to start posting content without being an authority in that skill? Great question. So my perspective on this, and this probably will differ from other people's, but I can only explain what I do and the kind of thinking process behind it. I never want someone to question whether I'm legit or not. And I think that way, and maybe it's because I just have massive insecurity, who knows? But the reason that I tend to always start with proof. And so I would rather, and if you don't have external achievements, then you need the achievements to be effort-based rather than external. Okay, so what does that mean? So instead of saying, hey, I did a $100 million launch, that's an external achievement, everyone can see that, great, lots of money, et cetera, right? I could say I made 35,000 pieces of content. You can control that. Now whether you did a good job or not is a separate thing, but when you do effort-based achievements, it's kinda like grind or pay, right? And so in the beginning, you don't have the money or the proof to do it, so you have to grind. And so grind-wise, it's like I'm gonna make 35,000 pieces of content. And document what you're learning along the way. That's fine. Like that's the game. And so that will be kind of phase 1. Phase 2 is be willing to work with people for free. People spend way too, like, I'll say this differently. If you're getting started, every single business to this day, I still start with free stuff because I want to get feedback from people. I want to know what they like, what they didn't like, what their pain points are. I want to figure out how to, How to smooth out the process. I wanna figure out all these different things. And me trying to guess at that on my first shot and ask people to pay me, I'm like, I don't wanna do that. I'm gonna have a bad reputation, I don't want it, right? And so it's gonna take you so much more time. Think about this. For you to get 10 customers who pay you with it never giving anything away for free is gonna take a long time. You getting 10 people to start working with you for free and then using the 10 testimonials you get there to then get your 11th, 12th, 13th, 14th, 15th, 16th, 17th, 18th, 19th, 20th customer is gonna take you less time to get that 10 paying customers if you do 10 for free first of whatever it is that you sell. So that's my two cents. More people knowing about your stuff is not gonna make you less money. I do think though that like big, big, big picture, it also kinda depends what you're gonna get into. If you wanna be, you know, it's like, I wanna be a business coach. It's like, well dude, just look at the people who have the most who have the most credibility in business. They have some big giant thing behind them, right? I would not try and compete there. I would try and compete on a much smaller pond that I can be king of, not even a pond, like a puddle. Like just be king of this itty bitty puddle and create proof around that little itty bitty puddle and you will find people who are willing to pay you because you are a specialist and because they have access to you, okay? And I'll give you one more tidbit for those of you guys who are starting out, and then I'll take the next call. So when you're starting out, you always have an advantage. All right? Every position has an advantage on the board of the game. So if you're a super baller, right? You're a G or whatever you want to say, right? My position is to say, don't go with Weenie McGee over here. He's in his mom's basement and doesn't know what he's talking about. I have been doing this for however many years and look at all this credibility and look at all this proof, right? Cool. Weenie McGee, right, is gonna be in his mom's basement and he's gonna be like, don't hang out with Alex, you're never gonna talk to Alex, there's no chance, right? You're gonna be talking to someone 3 levels down from him and you're just gonna be a number to them. I mean, that's what I would say, of course we don't operate that way, but like, that's what you would say, right? And so if that's your position, then you say, dude, you're gonna get my phone number. And so it's not, am I better than Alex? Of course I'm not better than Alex. Like, own that. Of course I'm not better than Alex, but I am better than the third rung down on his company, and you're going to get my phone number, and I care about my reputation, and that person doesn't. That's where you compete. And so that's how you can start getting a foothold, which is why there will always be room in the market for people who are new, because people who are established are going to have their position to play. Coca-Cola Classic is going to say, we're the classic. We've been doing this forever. And the people who are new and upstart is like, hey, I'm a young founder, just try my soda out. If you like it, tell me, give me feedback, I'll try and fix it. That's the position. Both can win. And for anyone who's like, I don't think this will work or something like that, it's like, dude, like I was in the same position. It's not like I'm 50, you know what I mean? Like I started at zero too and you just have to outwork, right? And you gotta say like, I'm willing to do more than those guys are. And in the beginning people don't wanna say it, I'll do it for less. Until eventually you have proof. And then when you have proof, it becomes a virtuous cycle of charging more.

Okay, caller 2, Steven, let's rock and roll.

Until eventually you have proof, and then when you have proof, it becomes a virtuous cycle of charging more. Steven, can you hear me? Yes, sir. All right, mute me in the background. Will do. Okay, so I'm gonna— Nice to meet you. Nice to meet you too, man. I'm gonna— because the team collected your number. So monthly revenue right now is $54K, right?

Yeah.

All right. And then ad spend is $3K. That's monthly. Yeah, per month. I got you. This is per month. Great. Ads is $3K. Great. Per month. Okay. Per month. Industry is your medical. What do you do? Custom insoles? Yes, I'm a podiatrist. Oh, cool. Yeah. A buddy of mine's dad was a podiatrist back in Baltimore. Okay. The offer is insoles for 300. So this is your, your AOV, call it, right? Is 325. I know that you're in pounds, but I'm just used to writing dollars, so it doesn't really matter. Okay. Constraint is Google Ads are underspent. Okay. So you can't spend more than the 3,000 a month.

Is that correct? Yeah. Okay. Are you local? Yeah, I do. I have a Google Ads specialist that is running my Google Ads. So that's something I never learned. Are you local?

He told me that the— local in the Netherlands, you mean? Like, are you running ads for a local business?

Are you running this ad spend nationally?

Oh, sorry, for a local business, yes. Okay, you're local. So people do that, they come in, they get measured or whatever, and then they get insults, correct? Exactly, yes, correct. Okay, got it. So they're saying they just can't spend more money. Yes. Okay. I don't know if I believe that. How big of a city are you in?

Like, what's your 10-mile radius? I thought he said around 10 kilometers, something like that. But I was also thinking from, yeah, maybe he doesn't have the skills just to scale the campaign, so to say. So I am already in touch with, in general, our marketing agency that is already checking in with another Google Ads specialist to see if they can duplicate certain campaigns and get better results.

Yeah. So I'll say this, man. So I mean, congrats, you're doing, you know, $600-ish a year. I would strongly recommend you learning this stuff because it's not that hard. Like, it's really not that hard. Okay. Because then you're not going to— like, right now you're saying the constraint of the business is under someone else's control, right? That's a tough position to be in. So I would just want, I would want to own this myself. And I'll give you a, I'll tell you a story that like really changed my person. I haven't told the story in a really long time, so this will be a good one. So I went to this meetup where everybody was doing, you know, 8 figures or more. And at the time I wasn't. And so I like snuck in. They were like, no, we think you're going to be, you know, a big baller. Cause whatever, they recognized the magic in me. Um, but anyway, so they let me come. And what was really interesting is one of the guys who was making the most money in the room when he went up and presented, he said this really interesting thing. He said, I would encourage everyone here because someone asked him like, hey, so what are you doing to like reinvest in your education right now? He said, well, at the level I'm at, and he was making, I think, $30 or $35 million. I remember thinking I was like, oh my God, this person is God. I heard that. But he said he was making $35 million a year. And he said, I would encourage you to write down a percentage of your income, whatever percentage you're comfortable with, and put that as your learning budget. All right. And that learning budget, he said, you should spend that every month. And expect to have zero ROI on 9 out of 10 things, and then the one 10 thing will make you 10 times the money. It's almost like doing a venture bet on yourself from an education perspective. And so I took that to heart, and then I started spending, saying, okay, you've got your $3,000 a month. I want you, Stephen, to do $3,000 a month that you control. And you're saying like, I'm gonna spend $100 a day, and I'm gonna see if I can beat this guy. 'Cause I promise you, when it's your business, you'll beat them. Like you'll suck in the beginning, but you'll quickly learn. Like PPC for Google Ads is like really not hard. Like they make trillions of dollars to try and make it easy for you.

Sorry, go ahead. Yeah.

That's great advice, man. Thank you. Definitely go start with that. Yeah. And the nice thing is that no matter what, if you spend more money on ads, you're gonna make more money. So even if you're inefficient, you'll still increase top line. But I think that if you just try and get good and good and good at that, and then I would also reach out to whatever these other agencies are, I don't mind spending more on this because again, the big picture is like you have bigger goals than this, right? 100%. Right. So just don't let your ego get wrapped up in your 1-month or 2-month profit. Like that profit will be there if you choose not to spend money. It's always there, right? So I would want to take as much of that profit as humanly possible. And I'm just telling you how I do things. I take all that profit and I just see that as like, this is my opportunity to reinvest in the business. When the business is small, reinvestment is you. You're the reinvestment. And so that's where I'm like, okay, I want to— I'm going to pay the— my current agency, I'm going to pay the next agency, and I'm going to tell both of them I want them to teach me what they're doing, and I'm going to spend my own budget too.

Yeah, yeah.

So that was originally already my plan. So I had just a call this afternoon with the new agency, and I told them from— look, if we're going forth with a Google Ads specialist, I want to have weekly calls to at least know what he's doing in the ad account so I just can follow the guy and that ever may ever have new ideas that I can just try out, but that I understand what he's doing.

Let me tweak it for you. Let me tweak it for you. Let me tweak it for you.

You're gonna ask how often are they gonna be really doing work on the campaign? Just the new agency. And I told them from, look, if we going forth with a Google ad specialist, I want to have weekly calls to at least know what, what he's doing in the ad account.

So let's just guess it's twice a week. Okay, I'm gonna do something even better for you. I'm gonna ask that you don't even work on my account. I'm still gonna pay you, and I want to have 2 calls a week, and all the work is gonna be done on those 2 calls. That's it. They don't have to do any other work for my account, but I want to be the one who controls the mouse, and I want them to tell me what to do and why they're doing it. Oh, that's a very good idea. Okay, this is how I learned. This is how I learned how to run national level Facebook ads. This is how I learned how to do it. I hired an agency and I said, I'll do whatever, I'll show up whatever hours you want. I was like, but I control the mouse and you tell me what to do and I'll do it. I recorded my screen and I would ask questions along the way and they would tell me, I'd be like, okay, so why are we doing this? And then within 6 weeks I was like, I get it.

I don't need this guy anymore. That's genius. Cool.

Yeah, sounds good. Sounds good. Definitely going to start that.

Rock and roll.

Congrats on the business, Steven.

Yes, thank you, Alex. You bet, man. Rock and roll. Just can follow the, the guy and that ever may ever have new ideas that I can just try out, but that I understand what he's doing.

Let me tweak, let me tweak it for you. Let me tweak it for you. Okay. Rock and roll. Bye-bye. Yeah. All right. What type of lead magnets or funnels, uh, do you make for them? I'm guessing, I don't know what that one is in reference to. Richard Ferris, let me tweak it for you. You're gonna ask how often are they gonna be really doing work on the campaign? Just, okay, core question is how do you, how does your PE firm, okay, hold on. Partnered with my wife on her business. We sell jewelry with purposes, let's see here. Partnered with my, okay, wait here. Partnered with my wife on her business. We sell jewelry with purpose, natural stones. What would be the best content to post for advertising, we use TikTok. All right, done. Bro, what are we talking about here? This is super visual. All right, what are we talking about? All right, so number 1, you should be on TikTok, TikTok Shop for sure. Like if you're not doing that, you should be doing that. Number 2, I'll bet you with jewelry, probably have very good margins with it, and you could probably pay really aggressive affiliate commissions. To any other TikTokers who will, let's just guess it's twice a week, okay? I'm gonna do something even better for you. I'm gonna ask that you don't repost your stuff. And so I would look at, are there small things that I can give out for free? I know that's heavy, but people will be willing to do it. I don't know what revenue is right now, by the way, Junior. But I would also double this on Instagram. And I would wanna do like as many collab posts as I can with other influencers with them trying on different things.. And I think the big thing that I would want to do is I want to tell the narrative. I want to tell the story behind the— don't even work on my account. I'm still going to pay you. And I want to have 2 calls a week and all of the work is going to be done on those 2 calls. That's it. They don't have to do the jewelry. All right, so I'll give you an idea. So, or I'll give you an example. So if you think about like selling merch, right? Everyone has t-shirts. There's nothing sexy about a t-shirt. And if a t-shirt just has a logo on it, again, it doesn't really matter.. But if you say, let me tell you the story behind why this logo or why this saying is meaningful. And so what we have to do is basically pair this commodity of jewelry with the meaning that you then ascribe to it or the narrative or the story that you put on top of it. And so 2 years ago I did my book launch for the Leeds book and some of you guys might've been there. And I sold like millions of dollars of hats. All right? And people were willing to pay $100 essentially for a hat. Now obviously they got 2 other books and the hat was free, but like fundamentally that was what happened, right? And so what's really interesting about that specific event is that I then spent like 4 or 5 minutes just saying like, let me tell you about why I wear this hat, what this hat means to me. And so after explaining the meaning behind the hat, then way more people were willing to buy it versus like, hey, do you guys just wanna buy a hat? And so I think to the same degree, you need to do that within your content and you're like, well, what kind of content should I do? Like show the jewelry, show people unboxing the jewelry, Show people picking out between different kinds of jewelry and then you telling the narrative behind each of them in terms of where was the stone sourced? Why did you design it that way? What is, what does this chain do versus this chain? What do these metals do? Like there's so much to talk about, um, with your content and don't be afraid to repeat stuff. Just don't be afraid to repeat stuff. And one of the really interesting things with content is that I'm going to give it Dave Ramsey, any other work from my account, but I want to be the one who controls the mouse and I want them to tell me what to do and why they're doing it. Oh, that's a very good idea. Okay, this is how I learned how to run national-level Facebook ads. This is how I learned how to do it. I hired an agency and I said, I'll do whatever, I'll show up whatever hours you want, I was like, but I control the mouse and you tell me what to do and I'll do it. And I recorded my screen and I would ask questions along the way and they would tell me, I'd be like, okay, so why are we— But like, you need significantly less variety in your content than you think you do. So think about what Dave Ramsey has done for the last 35, 40 years, however many years it's been. He has told people to spend doing this. And then within 6 weeks, I was like, I get it. I don't need this guy anymore. Less than they make. That has been his core message. Don't go into debt, spend less than you make, cut up your credit cards, pay off your loans.

That's more like it. Obviously he has 7 babies. That's genius.

Cool? Yeah, sounds good. Sounds good. Definitely going to start that. Rock and roll. Congrats on the business, Steven. Yes, thank you, Alex. You bet, man. Rock and roll. Okay. Rock and roll. Bye-bye. Yeah. All right. What type of lead magnets or funnels do you make for them? I'm guessing, I don't know what that one is in reference to. Richard Ferris. Okay. Core question is how do you, how does your PE firm, okay, hold on. Partnered with my wife on her business. We sell jewelry with purposes "Partnered with my wife on her business. We sell jewelry with purpose, natural stones. What would be the best content to post for advertising? We use TikTok." All right, done. Bro, what are we talking about here? This is super visual. All right, what are we talking about? All right, so number 1, you should be on TikTok, TikTok Shop for sure. Like if you're not doing that, you should be doing that. Number 2, I'll bet you with jewelry, you probably have very good margins with it and you could probably pay really aggressive affiliate commissions to any other TikTokers who will repost your stuff. And so I would look at, are there small things that I can give out for free? I know that's heavy, but people will be willing to do it. I don't know what revenue is right now, by the way, Junior, but I would also double this on Instagram and I would wanna do like as many collab posts as I can with other influencers with them trying on different things, and I think the big thing that I would want to do is I want to tell the narrative. I want to tell the story behind the jewelry. Alright, so I'll give you an idea, so, or I'll give you an example. So if you think about like selling merch, right, everyone has t-shirts. There's nothing sexy about a t-shirt, and if a t-shirt just has a logo on it, again, it doesn't really matter, but if you say, let me tell you the story behind why this logo or why this saying is meaningful, And so what we have to do is basically pair this commodity of jewelry with the meaning that you then ascribe to it or the narrative or the story that you put on top of it. And so 2 years ago, I did my book launch for the Leeds book and some of you guys might have been there and I sold like millions of dollars of hats, alright? And people were willing to pay $100 essentially for a hat. Now obviously they got 2 other books and the hat was free but like fundamentally that was what happened, right? And so what's really interesting about that specific event is that I then spent like 4 or 5 minutes just saying like, let me tell you about why I wear this hat, what this hat means to me. And so after explaining the meaning behind the hat, then way more people were willing to buy it versus like, hey, do you guys just wanna buy a hat? And so I think to the same degree, you need to do that within your content and you're like, well, what kind of content should I do? Like show the jewelry, show people unboxing the jewelry, show people picking out between different kinds of jewelry and then you telling the narrative behind each of them in terms of where was the stone sourced, why did you design it that way? What does this chain do versus this chain? What do these metals do? There's so much to talk about with your content and don't be afraid to repeat stuff. Just don't be afraid to repeat stuff. And one of the really interesting things with content is that, I'm gonna give a Dave Ramsey example, but like you need significantly less variety in your content than you think you do. So think about what Dave Ramsey has done for the last 35, 40 years, however many years it's been. He has told people to spend less than they make. That has been his core message. Don't go into debt, spend less than you make, cut up your credit cards, pay off your loans. That's more like it. Obviously he has the 7 Baby Steps and that's awesome. But my point is this, is that people still tune in every day when they know what the message is because they're like, I wonder how this will apply to a stripper. I wonder how this will apply to somebody who won the lottery. I wonder how this will apply to somebody who's got a kid who's going to college now and it's a good college or it's a bad college, right? And so the thing is, is that you can have a single framework or single core product or concept and the variety will just come from the examples that you use.

Cool.

All right. Third caller is Liz.

Liz, let's, uh, let's get, let's get busy.

Liz.

Hello.

Hey Liz, what's up? I'm good. How are you? Excellent. You're on Hormozy Hotline. So you've got, Monthly revenue, $600,000 a month. Congratulations. Badass. Thank you. Welcome, Rich. You got to buy me some jewelry from, from Junior. All right.

Okay.

Ad spend is $150,000 a month.

Okay.

A little high there. Got it. All right. What are your margins right now?

They didn't ask that. What are your margins? Well, before we started, so I've been preparing for a million a month for the last 3 months.

Okay.

And so I started building the fulfillment team, and in the last 3 months, my margins have been 25%.

Okay.

But before that, it was 45%. Yeah, got it. So in the last 3 months, I've been trying to scale, build up the team, try to spend more on ads, haven't managed.

Got it.

So that's it.

Okay, industry is marketing automation. Okay, so who's the target? Yeah, many types, funnels. ManyChat funnels. Okay, got it. Thank you. Makes it easier for me. Okay. ManyChat funnels. Okay, great. And then your offer is— it's for e-commerce brands. Okay, cool. And they got to be doing over $10,000— sorry, $25,000 a month in spend.

That's their requirements. Okay.

Yes. $25K a month. Okay. What's your price? $6K a month.

$6K a month. Okay.

$6K per month price. What's churn right now? Between 5 to 10%. Hmm. Okay. Okay. So 5 to 10% churn. Let's just use 10% to keep it simple. So $60K.

What's gross profit on the service of $6K a month?

Well, we were breaking even in month 1, and then we're starting to profit in terms of month 2. No, but that takes into cost of acquisition. I'm saying what are gross profits on the service? So how much does it cost you to deliver for a $6,000 a month customer? About $2K to $3K. Okay. $2K to $3K. Okay.

Okay.

A little bit high, but that's fine. Okay. Um, COGS. So cost of goods sold. Okay, great. So, uh, what's the question?

How can I help now that I have context? I've been struggling to double my ad spend. So our Meta ads break when we push from $5K a day to $10K a day.

Yeah.

So the question is, should we, instead of multiple $1K a day campaigns, which might be competing against each other—

They're not. Don't worry about it. —consolidate everything into a— They're not. Don't worry. Like that media buying mumbo jumbo, don't worry about it. Doesn't matter. Okay, keep going.

So you want to scale your ads and they're not scaling. Okay. Correct. So is, uh, one master campaign that's spending $7,000 to $8,000 a day with, uh, one single asset, a ton of ads, is better than multiple $1,000 a day campaigns?

I have no idea. I actually don't think it matters. I'm being real. I don't— my whole, my whole life, that has never been the thing that has limited me. Said differently, I don't think your bidding strategy is the limitation for why your business is not getting $2 million a month. This is why it's valuable to have properly identified constraints. Yes, I think it's probably the creative. Where are you—

how are you thinking through the hooks that you're choosing? Using ChatGPT, whatever ads I see online, what feels good, what sounds interesting.

I roll those out. Okay. So I'll tell you, I'm going to guess right now that that's probably the issue. So are you familiar with the 5 levels of awareness from— this is Eugene Schwartz. Yes, I am. Okay. So you have to translate those levels of awareness to the types of hooks that you're making. So I'm gonna guess, so if you have a hard ceiling on your advertising spend, like once you get over a certain level, you can't spend more, it's typically because the nature of the hooks and the content that you're talking about only really relates to the bottom of the funnel. So you're talking about most aware customers who already know about your types of offer, or solution or product aware customers who know about, they know about ManyChat, or they know about you, or they know about your offers, right? So you're talking to a very, very warm audience, and so Facebook only has a very small amount of people who are doing $25,000 a month and know about this specific type of product offering, and so that's the only people they're showing the ads to. And so we have to start, like, at the extreme, right, you would have, the unaware customer who is purely, you have to get them purely on curiosity. Like your business is losing thousands of dollars a day because you don't have this one integration. That would be something that someone who has no idea about anything to do with ManyChat, anything to do with marketing automation, they might take the next step. Now what happens is as you go up funnel, right, you go to higher, or basically lower levels of awareness when there's way more people, Sometimes the funnel has to change, and so does the lead magnet.

Are you just making a straight offer in your ads?

What's the funnel? I'm making an offer to book a demo. Yeah, dude, you're like, you are so level, you're so low on the awareness thing. Like, that's the issue. You have to make it easier for someone to take a step. They don't know who you are. Like, just saying like, hey, book a sales call is a tough ask. Okay. Right. And so this is why like lead magnets and things like that makes sense is like you might need to have a longer process of breaking even, number one, and a longer process of educating the prospect and you need to have wider hooks. And so one of the big things that happens in like the whole marketing world is some people are like, oh, lead magnets don't work or they do work. If you just say, hey, buy my shit, you will get higher ROAS than have a lead magnet. But you will be very quickly capped by the amount of people who are warm. And so you've probably heard the whole like 97% of the audience isn't ready to buy right now and 3% is. Have you heard that? So right now you're spending all your time on that 3%. If you wanna scale steps, then that's awesome. But my point is this, is that people still tune in every day when they know what the message is because they're like, I wonder how this will apply to a stripper. I wonder how this will apply to somebody who won the lottery. I wonder how this will apply to somebody who's got a kid who's going to college now and it's a good college or it's a bad college, right? And so the thing is, is that you sell this thing, you gotta be able to go up. Makes sense. So you might, right, and so the hooks are gonna be like, how to double AOV, how to decrease your CPAs, or whatever the types of language that you can make there, and it's like, here's 6 ways that you can decrease CPAs. Now all of them might include using ManyChat to do it, and they may be like, oh shit, this is really good stuff, And if you're super hands-on, which it sounds like you are, if you're charging $6,000 a month, like you can give away all the secrets, I promise you, just give away all the secrets. It will not matter. Give away all the secrets, all the sexiest stuff. Put it in your lead magnets, put in your ads, put in your little video sales letter that you have, right? And people are gonna be like, I don't want to deal with that. I'll just have them do it. Yeah, yeah, you're right. Cool. Okay. All right. Rock and roll. Good stuff. This was fun. Let's do this again. You bet, Liz. I just want to make sure that you're not like— here's what's crazy about this, because I think this is good for everyone who's watching too. People will stay stuck at this level for like years because you keep thinking it's like a media buying thing. It doesn't matter. Like how you're doing your bidding and campaigns is like we're talking about like 5% differences. Like the things that are going to get you from, you know, $600,000 a month to a million or multiple millions of dollars a month, it's going to be strategic in nature. Yeah. But do you feel like you can execute on that? Thank you. Yeah, I'll do it. Okay, rock and roll. Thanks, Liz. Thank you, Alex. Yeah, you bet. All right, Hormozy hotline coming in hot. There we go, spicy. Okay, Cigar. I'm 15, teach me how I can build Bro, don't command me to do things. Ask questions. Here's rules of engagement, guys. If you would like to increase the likelihood that I respond to a request, ask a question. Like give the current context, ask a question. All right, so let's see. Los Flupalitos built a $15,000 to $20,000 a month. Can someone pause the chat so I can actually read it real quick? Okay, here's Summit. If you only need meta ads, what would you do faster "to make $10K only with one type of outreach method?" Well then just use meta ads, dude. If you're only good at that, then just use the thing that you're good at. Okay, Luis Fueblitos, "15 to $20,000 a month YouTube business." Okay, a podcast about soccer in Spanish. Awesome, dude, congrats. "I've been making the same amount per year. I've been focusing on the content and not on the business. How can I scale this up?" Okay, so I'm gonna bet that you probably have, so I actually don't know what your monetization vehicle is, So, I don't know if you're doing sponsorships or if it's ad revenue. I'm going to guess that it's one of those 2 things because just the way you described it, you probably— if you were selling something, you probably would have mentioned your product. So, I'm going to assume that you don't have a product and that you were just basically a media business which there's nothing wrong with that. So, if you want to— so, think about it like this. There's a couple ways you can grow the business. Number 1 is that you can sell more media spots. That's the easiest thing you could do to grow the business. So, that would be like outreach to other people who have who buy media in your type of business and are willing to buy more ad spots. That's like thing one. That's gonna be capped though based on the amount of eyeballs and impressions that you're getting. But that would be like the fastest lever. The second thing that would take a little bit longer would be like I'm gonna keep what I have and I'm just gonna expand my channel so I can charge more with the ones that I've got. That'd be the second way. The third way is, and this is a smart cookie way of doing it, is it depends on how much getting in the game you wanna be. Right? And so when you have a media business like you do, I see this as this big continuum of risk and reward, okay? So if you want low risk here and then you've got high risk and potentially higher reward, you're on this side. And I'll walk you through the options that you have besides what I just outlined. So the lowest risk thing that you can do is you could just be an affiliate, which means that you send traffic and you get paid after the sale. Alright, that is the single easiest thing you can do. The next thing you can do is you can do media sponsorships, which is what you're doing, right? So now you're saying, hey, I want to get paid no matter what, I don't care what your outcomes are, okay? Oops, let's just say ship. Alright, whatever, you get the idea. Media sponsors. The next level that you can think about is you can do white label, okay? Which means that you can go and find a product that you like, you can drop ship it, or you can, like, you're not manufacturing anything like that, but you white label it and you put your brand on it and people buy it from your channel. The next thing you can do is you can do a minority deal, which is where you find an existing product that you like a lot, so maybe it's one of your bigger sponsors, and say, hey, I will make this more exclusive for me, but I want some points of equity, I want some sort of royalty or rev share on what I can bring you, and so that gives you a nice mix of upside today and upside down the line., and you trade some sort of exclusivity with that. Now, you don't have to do exclusivity, obviously depends on the size of your brand, but those are things that you could explore. Now, the last and most risky but highest reward would be, uh, you own 100%, right? So you actually just, you build your own product or service and you have free advertising from your existing media business to go sell that. But I'm gonna, I wanna warn you, that's getting into the game. Like you're getting into the business of business. And so these two are significantly easier. This one is pretty easy too. I might flip these. So like one, two, and minority deal, you basically just keep making media and you just change the economics of how you make media. White labeling and you owning your own thing are you really getting into the game of business. You owning a product that you can sell will for sure be the thing that can get you the most money. It's also a distraction if you don't have the resources. Cool? So hopefully that gave you a little bit of outline in terms of how you can think through how to make more with the existing thing you have. But the easiest things here is more eyeballs. If you're already just like, I don't wanna change anything, just get more eyeballs, make more media, or increase sponsors. That would be the easiest, fastest that you could do. All right, cool. So with that, Hermosi Hotline, Craig, welcome to the show. Welcome to the channel. You guys digging this livestream stuff? I think this is fun. This is so much more fun for me. Of course. Hey, Craig, sponsors. Okay, Craig, that would be the easiest. Mute me in the back. You— I did. You don't sound like Craig. Oh, I'm Corinne. Corinne. Okay, rock and roll. Well, Corinne, tell me about the business. Okay. Okay, so you're doing $83K a month, right? $83K a month. Your ad spend is $3K per month. Got it. You're an influencer. Okay, let's see, GLP1. Okay, so you're doing weight loss stuff. Okay, cool. And then your constraint is attribution issue. All right. So, you're doing $83,000 a month.

Good for you. Okay, so what's profit on that right now? Um, so let's see, we— I'm like nervous. We came to the scaling workshop and it's not all, it's not all GOP1, but overall our business, um, let's see, a couple months ago was the revenue was $856,000 and then $389,000 and then the EBITDA was $544,000.

$856,000 was a few months ago? Or like last year? The last 12 months. Okay. Got it. I was like, girl, what happened? Okay, got it. So, so, so you're going up, you're at 83, you're at $1 million run rate. Fine. So what's the issue? So, so you have your audience, you solicit the audience to go buy GLP-1 stuff.

Do you have an affiliate or are you basically acting as an affiliate to somebody else? Correct. I act as an affiliate to lots of different brands. This is the one that we get paid back on the quickest. So that's why we're trying to run ads. Yeah.

But our ads, the Meta thinks that we're not converting because we can't actually hook up to their backend. Word. Okay. So you would need, you just need to add, do you have software for ad attribution? No. Yeah. Just literally hook, like this is a one-time setup. It'll probably cost you between, Lewis, what are the, what's the range for like ad tracking software cost? Anywhere from like 1,000 to 3,000 a month, depending on how much— Yeah, it'll be like, call it like on the low side, like maybe 500 to 1,000, and then it kind of tends to scale up with your spend level. So it'll probably be 1,000-ish, call it, but sometimes more to get the attribution. So what it'll do is it'll then feed back the data to Facebook so that you can get a conversion mechanism in place and just like shorten the loop. But that's like a Google search on YouTube and how to set it up, and most of those are B2B SaaS, so they'll have some sort of concierge that'll do the setup with you. Like super solvable. Okay. Even if I don't own the GLP-1 company. See, that's a little harder. That's a little harder if you don't own the—

now they still might be willing to install your pixel on their page if you're like a big affiliate for them. Okay.

Because that's been our eternal struggle since like— I would just ask, I'd be like, hey, I want to spend money to advertise your product. Can you give— can you install my pixel on your page? A lot of people are willing to do that.

If you're going to send me money, it's like, sure, go for it. Okay.

Okay. Is there any way to work around as an influencer? Well, let me give you one more detail on this. You can have them clone the page, right? So that's not like you're not getting their data or anything like that. So clone the page and make it Corinne's page, right? So glp1/corinne or whatever. And that page is only for you. And then you install only your pixel on that page. That way it's not like you're like using their data or anything.

Anything like that.

So they'll probably be far more likely to do that with you. Okay. Okay? Beyond that though, yeah, as an influencer, so number 1, get the tech stack. Number 2, ask the people who you are doing this affiliate stuff if they'll just clone the page and install the pixel there so you can spend more money so you can make them more money.

The next thing though, a third door, how big is the company that you're dealing with? Uh, how big?

They've been in business for a little over a year, but she's been doing telehealth for 10 years. Okay. Well, I was going for size of revenue, but, um, what, what I would suggest— no, you're fine. Don't worry about it. So what I would suggest doing, um, is saying, hey, I'll make ads for you and my normal affiliate commission. What's your normal commission percentage? For them, 40%. 40%, right? So I say, hey, I will do this deal with you where you give me 20% instead of 40%, but I'll make ads for you and you can run them. Okay. And then they're fronting the cash and you get paid 20%, and then you'll go back and forth, will be negotiation.

But the end of the day, it's free money for you. Yeah, I don't know if they'll do that because it's like a direct sales company, so if they do it for one person, they have to do it for everyone.

They don't, they don't have to do it for everybody. They can say And you could say that's something that they unlock after you do, you know, you, hey, if you, if you make us $50,000 a month and you have a larger organic following, we'll put money behind ads. Okay. I mean, I would do that as a business owner. Like if you have a massive audience of the types of customers that I have, like, sure. Like I'll spend the money. And like the beautiful part for you is that you're gonna get your brand more recognized, right? So you're gonna get free exposure. Wow. You're gonna get paid to do it. But there it makes sense for them because your ads for sure will decrease CAC by more than 20% than, than their standard. Whatever ads they have. Okay. Right? So that's door 3. Door 1 is obviously to like just clone the page, get ad tracking set up, and then you can run your ads.

That's like, that's the super easy one. Okay.

All right. Feel like you can do that? I can do that. Yes. All right.

Rock and roll.

This was fun. Let's do this again sometime. Thank you. You bet. Yeah, for sure. All right. Dogs are great. Say hi. Okay, Tashana, I'm an online fitness coach. I get my clients from YouTube. I post one long form and 4 to 5 shorts a day. By the way, excellent framing for this. Like everyone model Tashana. How can I scale my business to $10,000 a month? I get about 5 to 10 leads a month. Okay, so I'm gonna guess that the content itself is not good enough, number one, and I don't know anything about you. So I literally just saw a tiny little icon. I'm gonna say something that's gonna be borderline, borderline, it'll be borderline. All right, so my team can't stop me, all right, 'cause this is live, so deal with it. So I, you know what, I won't make this about you, I'll tell you a story. So a friend of mine, obviously come from the fitness world, so I know a decent amount about this, was in the fitness space and he was listening to all the people and making content and doing the stuff and he wasn't as consistent as he should be, but like he was doing stuff. And the big issue when I was talking to him, I was like, bro, You don't look in shape. You're not in shape. And so I don't know if that's your situation. Now you have to like look in the mirror quite literally and be like, do I have a body that people aspire to have? And like I told this particular individual, I said, you gotta go pro, man. I was like, if you wanna be a professional, I was like, you gotta look like this is what you do like full-time. Like this is not negotiable. And so every business has this type of thing. It's like if you're a web design business and you have a terrible website, like that sometimes is the big obvious thing. So I'll say number 1, I would look there. Number 2, if you're getting 5 to 10 leads a month and you're making one— was it long? One long form a day and then 4 to 5 shorts a day? Was that what it was? That's a lot. That's a lot of content to only have 5 to 10 leads a month. So I don't know what your view count is on your videos, But you can, you probably need to make better content. That's like the absolute simplest thing is like you just need to make way better content, number one. I guess that's number two, get in shape, number one. Number two, make better content. Number three, you might not be soliciting your audience. So one of the easiest things you can do, I mentioned this earlier, is like you can have people just directly DM you on Instagram. And if your content is wholly on YouTube, then you need to direct them to a platform where you can more easily have a conversation, right? Conversions happen in conversations. Alright, and so I would say send them to a calendar or put a calendar link for people to just book a call straight with you. So I don't know how you're collecting leads, but if it's like an opt-in or something like that, like you can probably just put a straight calendar link on all the places that you make content. So there's 5 if you're on YouTube. So you've got your profile bio, number 1. Number 2, you've got your pinned comment underneath of every single one of your videos. Number 3, you have your description, which you want to make sure that it's the first line with the link with some sort of big reason to why they should click it. Number 4 is going to be community posts on YouTube, like you should post your community posts. And number 5 is you got in video. So a third of the way through a video, you make a quick call to action to whatever it is. Might be like, hey, by the way, if you like this, then you might want to come, you know, buy more of my stuff or work with me directly, whatever it is. And I would say if you're in the fitness world, then I would make my make my CTAs around personalization and accountability. That's the number, you know, 1 and 2 things that people want when they're trying to lose weight is they want it to be personalized to them and they want accountability. So like, what can someone not get from free internet content? They're not sure if this is right for them or that it's personalized for their specific needs, and they want somebody to like call them up and be like, hey, stop being, stop being, trying to keep this PC, stop being, stop being, man, I have so many words that are just not good. A rotund individual. Stop being a fatty. All right? They need to hear that, right? That's what they need to hear. I'm not saying that's what you would say, obviously, but they want somebody who's going to hold them accountable. Okay? So with that being said, let's rock and roll to— let's see if Craig will pick up this time. So Craig, welcome to Hormozy Hall. Hello, Alex. What's up, dude? $18,000. $18,000 a month, right? That's where we're at. $18K per month. Ad spend is zero. Okay, got it. Industry is digital services.

You do SEO. Got it.

Yes. Yeah. And you're selling to e-commerce? Yes, we are. Okay. Okay. So, okay, cool. You're online salespeople. Okay. Yeah.

Okay.

Got it.

And how are you getting leads? It's—

we have 1 million followers on Instagram.

Okay, $1 million on IG. Anything else? Uh, yeah, like $200 grand on TikTok. Okay, cool. Well, you've probably already seen the difference of the value of $200,000 on TikTok versus $1 million on IG.

Yeah. Want me to give you a quick hack to the e-commerce brands trying to— um, so basically business is about a year old, um, and we've got like—

my best friend is a really good web developer. We turn those, uh, TikTok people into, uh More value, please. Yeah. So we have found that the best call to action for TikTok, if you want to sell higher ticket stuff, is actually make the CTA DM me on Instagram and then put the link to your Instagram.

Wow. Okay.

Yeah. So like on TikTok, you get people to DM on Instagram. I know, but you already have your whole DM team set up on Instagram anyway, so like it works great. Yeah. Cool.

All right. So that's thing one. Great. So, uh, joined forces, uh, started like using his network to get clients. So we've done around $285,000 in the last, uh, 12 months.

We're proud to say we've never had a client churn, but we're kind of like a glorified tech support department.

Uh, what do you want to do? What's the limit? What's, what's holding you back? Uh, it feels like it's consistency. So we have 1 sales rep and 2 setters, and I want to get more sales reps, but it's just like 1 week. Will be filled out weeks in advance. And then another week we barely get, you know, enough leads to fill up one. And then we just end up pitching on every single post. So it just feels fatiguing for the client. So I'm curious, do we start ads?

Can we start retargeting or do we need to fix something first?

How many posts a day are you putting out? We're putting, so basically it's anyone with a credit card and a pulse. What's price point? Price point? We're basically billing hourly at the moment. I'm putting together, One post a day on Instagram. We tested two, but it's just like we really focus on, we edit it for 8 hours, we make it great, so it's one a day.

Okay. I think you can probably make more. I'll just put that out there. Okay. I would 100% not believe in the mythology of like there's a platform limit. There totally isn't. And that's on, and I pretty much stand by that on every platform. Like Fox News puts out— They're like an offer funnel and everything, so— Don't do that. Yeah, it's like rigid grading.

Okay, so what are you billing right now on average?

Um, like £50 an hour, say, so like $70 or so. Um, right, it's just you and him trying to— one, I just looked at this, we were calling up this morning, uh, does one long per hour on YouTube. Oh wow, right. And they do like 300 views, right? And, uh, there's a Bollywood account that gets a billion views a month on Instagram and puts out 100 posts a day on Instagram. Jeez.

Yeah. So you have to think about it like this, uh, with one other full-time developer, a few freelancers and everything. So we do offer like, you know, we do SEO, we do good web development, PPC, um, some CRO stuff. It's kind of like we need to really rein in on our ideal avatar. I kind of, I feel a bit silly because you've already shown me what to do. Um, I need to go move mountains, get a ton of leads, um, get them, get our ideal avatar.

But, um, well, you do need to change your offer. I had the opportunity to speak to you, so.

You do need to change the offer. Yeah, yeah.

The offer sucks. For sure.

Yeah. We, we need an offer. We don't have one.

Dude, you're selling to people who are doing $30,000 to $100,000 a month, right? Uh, yeah, well that, that's the target audience.

Some are, some are a bit smaller, but yeah. Well, whatever. I mean, um, I don't know if you just heard, I had, uh, who'd I have on earlier? I had, um, Liz, I think. Liz is doing $600,000 a month doing ManyChat automation and she's selling to e-commerce owners doing $25,000 a month. And she's selling $6K a month. You're selling like $100 a month. Yeah, underpriced is— Yeah, you're wildly underpriced, but we have to tweak the offer and the pricing together. So I would want to say like, can we say like, we'll replace 10% or 20% of your traffic with SEO within a year, and our services are, I don't know, starter, $2,500, $3,500 a month, just to like get going.

Yeah, yeah, I have an offer I'm starting to pitch on cold outreach if I can run that by you. Okay. Uh, yeah, so I mean, basically SEO industry is like really commoditized by retainers, so I'm trying to just ramp up cold outreach and basically offer people like a free personalized audit as a lead magnet. So I'll show them where their competitors are ranking, where they're ranking, and what they're missing out on. I'll give them a personalized Loom sort of showing them, uh, where it has improved, and then we're gonna do like a 28-day sprint to basically fully optimize the website as much as we can, try and get them as many wins as we can in the first 28 days.

I wouldn't use the word audit. With a guarantee. Yeah, I wouldn't use the word audit, 'cause I think that sounds boring and not fun. So I would say like, look at, like we will find you at least 7 revenue opportunities that you can set up within the next 30 days for free. Gotcha, okay. And then you walk them through it, Yeah, way better. And you walk them through it and you say, hey, you can do this on your own, turn it over to, you know, a web company, or we'll do it for you. It's right hook you can do. Um, I'll give you guys a little insight also to the, my live stream bros. Um, on one hand, like when we do ads that are like direct to workshop, that's like the heaviest ass, like, hey, come out to Vegas, right? That's a pretty, you know, so you gotta, you gotta have a hurdle, et cetera.

Now when we have a scaling roadmap, which you may have seen ads for, The scaling roadmap has low— Gotcha.

And I was thinking like in terms of like a guarantee, I was thinking maybe like we refund sort of 25% of our cost, like our profit margin, something like that. Lower immediate ROAS, but over a 60 or 90-day window has superior ROAS to direct to workshop. In addition to that, it also has like 10 times the reach because getting somebody who's a little bit like, Somebody who's like, yep, I want to come to a workshop. Like they've already consumed, like that's almost like, it's almost like a warm audience retargeting more than it's like an ad and a process that like nurtures prospects and then warms them up. Yeah, that's fine. Yeah. It's, I'm trying to make it more compelling, but it's, I think SEO is a tricky industry to sell right now. Yeah.

I mean, the thing is it takes time for SEO to work.

Yeah. Well, I mean, we can do it. Provides value, et cetera. And so I think if you want to broaden, uh, kind of like the net that you're going through, just make the ask that you have a little bit lighter. So I think one, you've got your direct, like if you're doing one a day, I would do like maybe two a week of the direct one and then do the remainder of them as posts that are, um, like lead magnet centered. Right, like 7 tips to fix this or whatever, right? And you can spin, I'm sure you could spin 100 of those things. It's not that hard. And then the triage question is like, hey, are you here for free stuff or do you want to solve the problem for good? And they're gonna say, I want to solve the problem.

Then you're like, great, and then you're into a sales conversation. That's great.

And then at what point would you start retargeting ads? The thing is, okay, this will be great for everybody.

So again, I don't know if you can see my thing. So if you think about, A lot in like 4 weeks and just show them like initial wins and trying— because I'm trying to build the trust because, you know, everyone's got a million SEO guys in their inbox just like, hey, you know, can you—

can you do, uh, your audience is this pyramid, right? The people who are buying from you right now are this like tiny, tiny little top 1% here. And so there are some things that— there's some actions that could get you to convert just a higher percentage of that 1%. Which means that like we could make the well or the pyramid larger, which we would do by posting more times and making better content, right? Or we can keep that— yeah, Hert, can you do, can you like guarantee around rankings?

Like we'll get you in the top 10 or in the first page or something? It is tricky because it's like we could do everything right, Google changes their algorithm and, you know, their site goes down.

So I try and pitch it as like we're going to stack the odds. Pyramid the same size, And then we can move this line of what percentage we're converting and make that a little bit deeper. When you add a sales team, that converts a higher percentage of the audience. When you add ads, you can convert a higher percentage of the audience because you're just gonna have your ads shown to a bigger percentage of people in that sphere. And so it's almost like reaching into forward revenue and pulling it forward, which is fine as long as you're filling up the bucket. Right. So I would— right. You get what I'm saying with that? So you will absolutely make more money if you have a sales team and run ads, no question. But then you will hit another plateau and you will still be limited by the growth of your organic unless you create a true cold traffic acquisition channel, which is a different monster and beyond the scope of right now. All right. And so my recommendation is I would want you to double your content And if you want to keep one of your—

In your favor, but yeah, it's hard to guarantee results, I guess.

We could guarantee page speed, but I mean, that's not really the be-all end-all of a business. No. Can you do anything around just traffic? Not CTAs as, uh, cause I don't want you to like, I don't want your business to go down. Uh, keep one CTA as your direct to, uh, you know, book a call and keep the other and make the second CTA for the lead magnet. And just do 2 a day.

That's good.

Cool.

Sounds great.

Is there any ranks? Uh, I mean, potentially. Um, yeah, I mean, I like the 7 revenue. Like, if I'm just keeping it simple, I think 7 revenue opportunities, we're going to lock these things. This is our price. You don't have to worry about guarantee or anything like that for now. All right. Rock and roll. Appreciate you, John. Awesome. Thank you. Yeah. Thanks for calling Hermosi Highline. All right, so let's take a little— let me look at the chat. What's up, guys? Okay, so as I build a personal brand, is it better to become an authority in a certain skill and then start posting content, or is it better to start posting content without being an authority? Let's go. Great question. So my perspective on this, and this probably will differ from other people's, but I can only explain what I do, right, and the kind of thinking process behind it. I never want someone to question whether I'm legit or not. Right. And I think that way, and maybe it's because I just have like massive insecurity, who knows. Um, but the reason that I, I tend to always start with proof, right? And so I would rather like, and if you don't have external achievements, right, then you need the achievements to be effort-based rather than external.

Okay.

Gotcha.

Okay. So, so just like one-time, one-time kind of lead magnet, here you go.

Uh, and hopefully from there, book a call. Maybe go into like the sprint. Okay, so what does that mean? So instead of saying, hey, I did $100 million launch, that's an external achievement, everyone can see that, great, lots of money, et cetera, right? I could say I made 35,000 pieces of content. You can control that. Now whether you did a good job or not is a separate thing. But when you do effort-based achievements, it's kind of like grind or pay, right? And so in the beginning you don't have the money or the proof to do it, so you have to grind. And so grind-wise, it's like I'm gonna make 35,000 pieces of content. Yeah, I mean, I would say like, here's what it is. We can implement this in your business. Do you want us to put in your business? Great. And so if you want— have you read the Money Models book? Yep. Yeah, yeah, yeah. I would use a wave fee offer for you. Okay. And document what you're learning along the way. That's fine. Like, that's the game. And so that will be kind of phase one. Phase 2 is be willing to work with people for free. People spend way too, like, I'll say this differently. If you're getting started, every single business to this day, I still start with free stuff because I want to get feedback from people. I want to know what they like, what they didn't like. So for everyone who's watching online, I'll, I'll own this. So, uh, way fee offers, the like, what their pain points are. I want to figure out how to, how to smooth out the process. I want to figure out all these different things and me trying to guess at that on my first shot and ask people to pay me. I'm like, I don't want to do that. I'm gonna have bad reputation. I don't want it, right? And so it's gonna take you so much more time. Think about this, for you to get 10 customers who pay you with it never giving anything away for free is gonna take a last offer, I think, in the continuity section. And so when you have a business that like takes time for a long time, you getting 10 people to start working with you for free and then using the 10 testimonials you get there to then get your 11th, 12th, 13th, 14th, 15th, 16th, 17th, 18th, I think 20th customer is gonna take you less time to get that 10 paying customers if you do 10 for free first of whatever it is that you sell. So that's my 2 cents. More people knowing about your stuff is not gonna make you less money. I do think for someone to get started, you do an A/B and you say, hey, option 1, you keep flexibility, right? And so you say, hey, it's $25,000. And then it's $5,000 a month after that. Or though, that like big, big, big picture, it also kind of depends what you're going to get into. If you want to be, you know, it's like, I want to be a business coach. It's like, well dude, just look at the people who have the most credibility in business. They have some big giant thing behind them, right? I would not try and compete there. I would try and compete on a much smaller pond that I can be king of. Not even a pond, like a puddle. Like, just be king of the zitty bitty puddle and create proof around that little bitty— I'll waive the $25,000 and it's $5,000 a month, but you got to stick for a year because it takes time for the SEO to work. And you will find people who are willing to pay you because you are a specialist and because they have access to you. Okay? Um, and I'll give you, I'll give you one more tidbit for those of you guys who are starting out, and then I'll take the next call. So when you're starting out, you always have an advantage. All right? Every, every position has an advantage on the board. Of the— and the good news is that if we haven't made progress within the 90 days, you can get out. That, that would be my like second game. So if you're, if you're a, if you're a Super Baller, right, you're, you're, you're a G or whatever you want to say, right, my position is to say don't go with Weenie McGee over here. He's in his mom's basement and doesn't know what he's talking about, right? I have been doing this for how many years and look at all this credibility, looks at all this proof. Cool. Like that way it's like you don't feel like you're committed, like, but in 90, right? Okay, cool. Weenie McGee, right, he's gonna be in his mom's basement and he's gonna be like, don't hang out with Alex, you're never gonna talk to Alex, there's no chance. 90 days if we haven't, like you know what to insert here, but if we haven't X within 90 days, then we'll let you out of the contract. So instead of the guarantee is that we can let you out of the contract without having to pay, right, you're gonna be talking to someone 3 levels down from him and you're just gonna be a number to them. I mean, that's what I would say. Of course we don't operate that way, but like, That's what you would say, right? And so if that's your position, then you say, dude, you're gonna get my phone number. And so it's not, am I better than Alex? Of course I'm not better than Alex. Like, own that. Of course I'm not better than Alex, but I am better than the third rung down on his company, and you're gonna get my phone number, and I care about my reputation, and that person doesn't. That's where you compete. And so that's how you can start getting a foothold. The wave fee exit. But if we hit our thing, yeah, then you got to pay that together, which is why there will always be room in the market for people who are new, because people who are established are gonna get out because that would have been the flexibility price.

Okay, gotcha.

Cool, that makes a lot of sense. I appreciate it. Yeah, have their position to play. Cool, cool. Classic is gonna say, we're the classic, we've been doing this forever. And the people who are new and upstart is like, hey, I'm a young founder, just trying my soda out. If you like it, tell me, give me feedback, I'll try and fix it. That's the position. Both can win. And for anyone who's like, I don't think this will work or something like that, it's like, dude, like I was in the same position. It's not like I'm 50. You know what I mean? Like I started at zero too and you just have to outwork, right?

And you gotta say like, I'm willing to fuck. Um, cool. All right. Um, and just to take a second, I just, I always thought if we ever spoke, I just wanna thank you for, for everything.

You're gonna do more than those guys are. And in the beginning people don't wanna say it.

I'll do it for less. Until eventually— that you and Trevor have done into drilling everything down into a way that we can all understand.

Because, uh, yeah, when it— when it's like— when I'm overwhelmed, you have proof, and then we have proof, it becomes a virtuous cycle of charging more.

Okay, caller 2, Stephen, let's rock and roll.

Until eventually you approve, and then we approve, it becomes a virtuous cycle. Stephen, okay, hear me? Yes. All right, mute me in the background. Okay, so I'm gonna— nice to meet you. Nice to meet you too, man. I'm going to— because the team collected your numbers. So monthly revenue right now is $54K, right? Yeah. All right. And then ad spend is $3K. That's monthly. Yeah, per month. I got you. This is per month. Great. Ads is $3K. Great. Per month. Okay.

Per month.

Industry is your medical. What do you do? Custom insoles. Yes, I'm a podiatrist. Oh, cool. Yeah. Buddy of mine's dad was a podiatrist back in Baltimore. Um, okay. The offer is insoles for $300.

So this is your, your AOV, you could call it, right? Um, is— I'm overthinking. It really helps so much to, to be reminded it's an input-output equation at the end of the day.

Well, I'm happy to hear it, man. Yeah. Thank you, man. You're awesome. All right. All you. All right. All right. See ya. For everyone online, talking about page 150, 325. I know that you're in pounds, but I'm just used to writing dollars, so it doesn't really matter. Okay. Constraint 3 inside the offer— excuse me, Money Models book. All right. So this is the last part of the continuity offers. That's the way fee structure I was just talking about. Okay. Let's do— is Google Ads are underspent. Okay. So you can't spend more than the $3,000 a month.

Is that correct? Yeah.

Okay.

Are you local? Uh, yeah, I do. I have a Google Ads specialist that is running my Google Ads.

So, uh, that's something I never learned. Are you local?

You told me that the—

Let's get kooky with it. Okay. Uh, Andre, file local in the Netherlands. You mean like, are you running ads for a local business? Are you running this ad spend nationally? Oh, sorry. For a local business. Yes. Okay. You're local. So people, people do that. They come in, they get measured or whatever, and then they get insults, correct? Exactly. Yes.

Okay.

Got it. So they're saying they just can't spend more money. Yes. Okay. I don't know if I believe that.

How big of a city are you in? Like, what's your 10-mile radius? I thought he said around 10 kilometers, something like that. But I was also thinking from, yeah, maybe he doesn't have the skills just to scale the campaign, so to say. So I am already in touch with, in general, our marketing agency that is already checking in with another Google Ads specialists to see if they can duplicate certain campaigns.

Okay. So I run an AI cold email. Okay. So just give me one that I can pause it somewhere so I can read it. Pause it anywhere just so I can read it. Okay. Hold on. Just to get better results. Yeah. So I'll say this, man. So I mean, congrats, you're doing 600-ish a year. Um, I would strongly recommend you learning this stuff because it's not that hard. Like, it's really not that hard, okay? Because then you're not gonna— like, right now you're saying the constraint of the business is under someone else's control, right? That's a tough position to be in. So I would just want— I would want to own this myself. And I'll give you a— someone pause it. Thank you. Okay, so why? Okay, let's do— I have a beauty salon. Okay, I'll tell you a story that like really changed my person— I haven't told the story in a really long time, so this will be a good one. So, I went to this meetup where everybody was doing, you know, 8 figures or more, and at the time I wasn't, and so I like snuck in. They were like, no, we think you're gonna be, you know, a big baller, 'cause whatever. Albus Tube, I have a beauty salon in Romania. They recognized the magic in me. But anyway, so they let me come, and what was really interesting is one of the guys who was making the most money in the room, when he went up and presented, he said this really interesting thing. He said, I would encourage everyone here because someone asked him like, hey, so what are you doing to like reinvest in your education right now? He said, well, at the level that I'm at— and he was making, I think, $30 or $35 million. I remember thinking, I was like, oh my God, this person is God. When I heard that most money come in from permanent hair removal, the rest of people pay me rent. But he said he was making $35 million a year. And he said, I would encourage you to write down a percentage of your income, whatever percentage you're comfortable with. And put that as your learning budget. All right? And that learning budget, he said you should spend that every month and expect to have zero ROI on 9 out of 10 things, and then the one 10 thing will make you 10 times the money. It's almost like doing a venture bet. How can I scale it? Okay, permanent hair removal. Oh, Jesus. I was thinking like, I was thinking like, I was like, who is paying for this? On yourself from an education perspective. And so I took that to heart and then I started spending, saying, okay, you've got your $3,000 a month. I want you, Stephen, to do $3,000 a month that you control. And you're saying like, I'm going to spend $100 a day and I'm going to see if I can beat this guy. Because I promise you, when it's your business, you'll beat him. Like you'll suck in the beginning, but you'll quickly learn. Like PPC for Google Ads is like body hair. Got it. Okay. How can I scale it? I find it difficult to get customers and my costs are high. Okay. Um, okay. Most really not hard.

Like they make trillions of dollars to try and make it easy for you.

Sorry, go ahead. Yeah. That's great advice, man. Thank you. Definitely go start with that. Yeah. And the nice thing is that no matter what, if you spend more money on ads, you're gonna make more money. So even if you're inefficient, you'll still increase top line. But I think that if you just try and get good and good and good at that, and then I would also reach out to whatever these other agencies are. I don't mind spending more on this because again, the big picture is like you have bigger goals than this, right? 100%, right? So just don't let your ego get wrapped up in your 1-month or 2-month profit. Like, that profit will be there if you choose not to spend money. It's always there, right? So I would want to take as much of that profit as humanly possible. And I'm just— I'm telling you how I do things. I take all that profit and I just see that as like, this is my opportunity to reinvest in the business. When the business is small, reinvestment is you. Rest of the people pay rent. Okay, got it. So, um, I mean, I'm going to guess that you're— I'm not sure if you're running ads, you might be mispriced. You're the reinvestment. And so that's where I'm like, okay, I want to— I'm going to pay my current agency. But usually, like, this is something that I call pseudo-medical, which is one of my favorite spaces to be in because you have I'm gonna pay the next agency and I'm gonna tell both of them I want them to teach me what they're doing and I'm gonna spend my own budget too. Yeah.

Yeah, so that was originally already my plan. So I had just a call this afternoon with the new agency and I told them from, look, if we going forth with a Google Ads specialist, I want to have weekly calls to at least know what he's doing in the ad account.

So I have so much pricing power. So I don't know the rules in Romania. I don't know if they're like super tough —just can follow the guy and that ever may ever have new ideas that—

to do pseudo-medical type procedures there. And I probably won't try and translate US prices to you.

I can just try out, but that I understand what he's doing. Let me tweak it for you. Let me tweak it for you. Let me tweak it for you. You're gonna ask how often are they gonna be, you know, really doing work on the campaign. Let's just guess it's twice a week, okay? I'm gonna do something even better for you. I'm gonna ask that you don't even work on my account. I'm still gonna pay you, and I want to have 2 calls a week, and all the work is gonna be done on those 2 calls. That's it. They don't have to do any other work for my account, but I want to be the one who controls the mouse, and I want them to tell me what to do and why they're doing it. Oh, that's a very good idea. Okay, this is how I learned— this is how I learned how to run national-level Facebook ads. This is how I look at it. But like, I'm guessing I'll just do a relative. So the cost of a generic— I hired an agency and I said, I'll do whatever, I'll show up whatever hours you want. I was like, but I control the mouse and you tell me what to do and I'll do it. And I recorded my screen and I would ask questions along the way and they would tell me. I'd be like, okay, so why are we doing this? And then within 6 weeks I was like, I get it.

I don't need this guy anymore. That's genius.

Cool. Yeah, sounds good. Sounds good. Definitely going to start that. Rock and roll. Your haircut here is probably somewhere in the neighborhood of like $75 if it's like the commoditized haircut price. Congrats on the business, Steven. Yes, thank you, Alex. You bet, man. Rock and roll. Okay. Rock and roll. Bye-bye. Yeah. All right. What type of lead magnets or funnel? And the cost of laser hair removal for a package of, call it like 6 to 8, will usually be like $2,500. And so maybe you can make that appropriate difference. And so if you're looking at your price points compared to like your hair stuff that you do. Do you make for them? I'm guessing, I don't know what that one was in reference to. Richard Ferris, okay, core question is how do you, does your PE firm, okay, hold on. Partnered with my wife on her business. We sell jewelry with purposes, let's see here. Partnered with my, okay, here we go. Partnered with my wife on her business. We sell jewelry with purpose, natural stones. What would be the best content to post for advertising? We use TikTok. Done. Done. Bro, what are we talking about here? This is super visual. All right. What are we talking about? All right. So number 1, you should be on TikTok, TikTok Shop for sure. Like if you're not doing that, you should be doing that. Number 2, compared to your removal stuff, that might give you an idea of maybe that you're mispriced within Romania. 2, I'll bet you with jewelry, you probably have very good margins with it and you could probably pay really aggressive affiliate commissions. To any other TikTokers who will repost your stuff. And so I would look at, are there small things that I can give out for free? I know that's heavy, but people will be willing to do it. I don't know what revenue is right now, by the way, Junior. But I would also double this on Instagram, and I would want to do like as many collabs secondarily. I think this is, uh, it's super visual in terms of the nature of what you sell, in terms of before and after posts as I can with other influencers, with them trying on different things. And I think the big thing that I would wanna do is I wanna tell the narrative, I wanna tell the story behind the jewelry. Alright, so I'll give you an idea, so, or I'll give you an example. So if you think about like selling merch, right, everyone has t-shirts. There's nothing sexy about a t-shirt, and if a t-shirt just has a logo on it, again, it doesn't really matter. But if you say, let me tell you the story behind why this logo or why this saying is meaningful, And so what we have to do is basically pair this commodity of jewelry with the meaning that you then ascribe to it, or the narrative or the story that you put on top of it. And so 2 years ago, I did my book launch for the Leeds book, and some of you guys might have been there, and I sold like millions of dollars. And so I think organic, Instagram for sure will be like monster for you, and given how small Romania is, I think that that actually might work pretty well. So I would go organic first with before and afters, that's like easy to do. Google AdSense would be the second thing in terms of speed. Well, Google AdSense would be faster than posting. And then the third is that I would have hats, alright? And people were willing to pay $100, I would run Meta ads. That would be my like three-pronged approach. It's like $100 essentially for a hat. Now obviously they got two other books and the hat was free, but like fundamentally that was what happened, right? And so what's really interesting about that specific event is that I then spent like 4 or 5 minutes just saying like, let me tell you about why I wear this hat, what this hat means to me. And so after explaining the meaning behind the hat, then way more people were willing to buy it versus like, hey, do you guys just want to buy a hat? And so I think to the same degree, you need to probably have to change the price. You probably need to sell bundles, not sessions. You need to make sure that you're priced appropriately. And then given all of that, then we use those 3 marketing strategies. Cool. You need to do that within your content. And you're like, what kind of content should I do? Like show the jewelry, Show people unboxing the jewelry, show people picking out between different kinds of jewelry, and then you telling the narrative behind each of them in terms of where was the stone sourced, why did you design it that way, what is, what does this chain do versus this chain, what do these metals do? Like, there's so much to talk about, um, with your content. And don't be afraid to repeat stuff. Just don't be afraid to repeat stuff. And one of the really interesting things with content is that I'm going to give a Dave Ramsey example, but like, you need significantly less variety in your content than you think you do. So think about what Dave Ramsey has done for the last— All right, 6th caller is Crystal. Welcome Crystal to Hermosi Hotline. 35, 40 years, however many years it's been. He has told people to spend less than they make. That has been his core message. Don't go into debt, spend less than you make, cut up your credit cards, pay off your loans. That's more like it.

Obviously he has 7 babies. We are hot.

Hey. Hey, what's going on?

Woo-hoo. Oh, hi, sorry, I was watching you on YouTube. Why? And that's awesome. But my point is this, is that people still tune in every day when they know what the message is because they're like, I wonder how this will apply to a stripper. I wonder how this will apply to somebody who won the lottery. I wonder how this will apply to somebody who's got a kid who's going to college now and it's a good college or it's a bad college, right? And so the thing is, is that you can have a single framework or single core product or concept and the variety, which— Hello from Vegas. All right, so you're doing $33K a month. Okay. Just come from the examples that you use.

Cool. All right.

Third caller is Liz. Liz, let's get busy, Liz. Hello? Hey Liz, what's up? I'm good. How are you? Excellent. You're on the Hormozy Hotline. So you've got monthly revenue of $600,000 a month. Congratulations. Badass. Got it. All right. Ad spend is zero. Got it. Real estate is the niche. Okay. Oahu luxury homes. Okay. Real estate luxury. Got it. Thank you. Welcome, Rich. You got to buy me some jewelry from, from Junior. All right. Okay. Ad spend is $150,000 a month. Okay. A little high there. Got it. Um, all right.

What are your margins right now? They didn't ask that. What are your margins? Well, before we started, so I've been preparing for a million a month for the last 3 months.

Okay. I started building the, um, the fulfillment team.

Uh, offer is buy-sell for high net worth. Okay. So you are a— and in the last few months, my margins have been 25%. Okay. But before that it was 45%. Yeah, got it. So in the last 3 months I've been trying to scale, build up the team, try to spend more ads, haven't managed.

Got it.

So that's it.

Okay, industry is marketing automation. Okay, so who's the target? Yeah, ManyChat funnels. Oh, ManyChat funnels. Okay, got it. So thank you, makes it easier for me. Okay, ManyChat funnels. Okay, great. And then your offer is? It's for e-commerce brands. Okay, cool. And they got to be doing over $10,000— sorry, $25,000 a month in spend. That's their requirements. An agent, right? Are you brokerage? Yes. Yep. Okay. Are you brokerage too, or just an agent? Okay. Yes. $25K a month. Okay. What's your—

what's your price?

$6K a month. $6K a month. Okay. Oh, just an agent. Okay. And I said just— that sounded— that sounded diminutive. I didn't mean it like that. Like that. So congratulations. Oh, literally, I was like, no worries. Okay, so the constraint is needs funnel and a clear hook.

Unsure if—

$6K per month price. What's churn right now? Between 5 to 10%. Hmm. Okay. Okay, so 5 to 10% churn. Let's just use 10% to keep it simple.

So $60K.

What's gross profit on the service of $6K a month?

Um, well, we were breaking even in month 1, and then we're starting to profit in the month 2. No, that, that takes into cost of acquisition. I'm saying what are gross profits on the service? So how much does it cost you to deliver? Buyers or sellers can share the same offer.

Okay, so you want to sell more for a $6,000 a month customer.

About 2K, 2 to 3K. Okay, 2 to 3K. Okay. Okay. A little bit high, but that's fine. Okay. COGS, so cost of goods sold. Okay, great.

So what's the question? How can I help now that I have context? I've been struggling to double my ad spend. For houses, right? Yes. So far I'm on track for $25 million this year, but I want— So our meta ad break when we push from $5K a day to $10K a day. So the question is, should we, instead of multiple $1K a day campaigns, which might be competing against each other— They're not, don't worry about it.

Trying to get to $50 million. Okay, so what do you— Everything into a— They're not, don't worry about that. That media buying mumbo jumbo, don't worry about it. Doesn't matter. Okay, keep going.

So you wanna scale your ads and they're not scaling, okay. Correct. So is, uh, one master campaign that's spending $7,000 to $8,000 a day with, uh, one single asset, a ton of ads, is better than multiple $1,000 a day campaigns? You do right now to get leads? It's all referrals and a couple times a month I'll go live on Facebook.

I was doing it more consistently and I would get leads that way, but it's I have no idea. I actually don't think it matters. Okay. I'm being real. I don't, my whole life that has never been the thing that has limited me. Said differently, I don't think your bidding strategy is the limitation for all your businesses. Mainly referral-based. Okay. So when you did go live, not getting $2 million a month. Okay. This is why it's valuable to have properly identified constraints.

It is creating them. Yes. I— more consistently you got leads that way? A few, yeah.

Like this year I picked up $10 million in sales from that one Facebook video. I think it's probably the creative. Where are you— where are you—

how are you thinking through the hooks that you're choosing?

Well, I'm researching using ChatGPT, whatever ads I see online, what's feels good, what sounds interesting, and I roll those out. Okay, so I'll tell you, I'm gonna guess right now that that's probably the issue. So are you familiar with the 5 levels of awareness from— this is Eugene Schwartz. Yes, I am. Okay, so you have to translate those levels of awareness to the types of hooks that you're making. So I'm gonna guess, so if you have like a hard ceiling on your advertising spend, like once you get over a certain level, like you can't spend more, is typically because the nature of the hooks and the content that you're talking about only really relates to the bottom of the funnel.

So you're—

well, what do you think I'm going to say? To do more of going live. Yeah, that seemed to work pretty good. So you did $10 million in sales. Your commission's what? Call it 3% on average between buy and sell? Yes. Okay, cool. So you made, you made, uh, $300,000 talking about, uh, most aware customers who already know about your types of offer, or off of the lives that you did.

How many lives would you say you did?

Um, usually only 2 a month. I used to go live every Thursday for 4 years straight. Okay, so 2 a month, you know, solution or product aware customers who know about they know about ManyChat, or they know about you, or they know about your offers, right? So you're talking to a very, very warm audience, and so Facebook only has a very small amount of people who are doing $25,000 a month and know about this specific type of product offering, and so that's the only people they're showing the ads to. And so we have to start, like, at the extreme, right? You would have the unaware customer who is purely, you have to get them purely on curiosity. Like your business is losing thousands of dollars a day because you don't have this one integration. That would be something that someone who has no idea about anything to do with ManyChat, anything, and let's just say that that's what you did the year that you did the extra $10 million, is that something to do with marketing automation? They might take the next step. Now what happens is as you go up funnel, right, you go to higher or basically lower levels of awareness when there's way more people, sometimes the funnel has to change and so does the lead magnet.

Are you just making a straight offer in your ads? What's the funnel?

I'm making an offer to book a demo. Yeah, dude, you're like, you are so level, you're so low on the awareness thing, like that's the issue. Yes. Okay. So you did 24 lives and made $300,000. So you made like $13,000 per live. You have to, you have to make it easier for someone to take a step. They don't know who you are.

Like, like just saying like, hey, book a sales call is a tough ask. Yeah, that's good math.

That feels worth it, right? Because it's Yeah, because it's, it's pretty— okay. Right. And so this is why like lead magnets and things like that makes sense is like you might need to have a longer process of breaking even, number one, and a longer process of educating the prospect and you need to have wider hooks. And so one of the big things that happens in like the whole marketing world is some people are like, oh, lead magnets don't work, or they do work. If you just say, hey, buy my shit, you will get higher ROAS than have a lead magnet., but you will be very quickly capped by the amount of people who are, who are warm. And so you've probably heard the whole like 97% of the audience isn't ready to buy right now and 3% is. Have you heard that? So right now you're spending all your time on that 3%. If you wanna scale this thing, you gotta be able to go up. Makes sense. So you might, right? And so the, the hooks are gonna be like how to double AOV, how to decrease, uh, you know, your CPAs or whatever the like types of language. That you can make there. And it's like, here's 6 ways that you can decrease CPAs. Now, all of them might include using ManyChat to do it. They may be like, oh shit, this is really good, good stuff. And if you're super hands-on, which it sounds like you are, if you're charging $6,000 a month, like you can give away all the secrets, I promise you, just give away all the secrets. It would be easy and fun. I just hop on, do a house tour, then hop off. Yeah. So what if you did that? How many, how many houses do you— will not matter. Give away all the secrets, all the sexiest stuff. Put it in your lead magnets, put in your ads. Put in your little video sales letter that you have, right? And people are gonna be like, I don't want to deal with that, I'll just have them do it. So, uh, or how many houses hypothetically could you do that for per week? I want to say max, not like let's start from where you were to like—

what would be the maximum amount of those that you could do? The max would be, I mean, if I really hustled, probably 20 would be like moving per month.

Yeah, yeah, you're right. Cool. Okay. All right, rock and roll. Good stuff. This was fun. Let's do this again. You bet, Liz. I just want to make sure that you're not like— here's what's crazy about this, because I think this is good for everyone who's watching too. People will stay stuck at this level for like years because you keep thinking it's like a media buying thing. It doesn't matter. Like how you're doing your bidding and campaigns is like we're talking about like 5% differences. Like The things that are going to get you from, you know, $600,000 a month to a million or multiple millions of dollars a month, it's going to be strategic in nature. Yeah. But do you feel like you can execute on that? Thank you. Yeah. Okay. Rock and roll. Thanks, Liz. Thank you, Alex. Yeah, you bet. All right.

Hormozy hotline coming in hot. There we go, spicy. Okay, cigar.

What's my schedule? 20 per month. Oh, I thought you meant per week. Oh, per week, no, that's it. I'm 15, teach me how I can build. Bro, don't command me to do things, ask questions. Here's rules of engagement, guys. If you would like to increase the likelihood that I respond to a request, ask a question. Like give the current context, Ask a question. All right, so let's see. Los Futbolitos built a $15,000 to $20,000 a month. Can someone pause the chat so I can actually read it real quick? Okay, here's Summit. If you only need meta ads, what would you do faster to make $10K only with one type of outreach method? Well, then just use meta ads, dude. If you're only good at that, then just use the thing that you're good at. Okay, Los Futbolitos, $15,000 to $20,000 a month YouTube business.

Okay, a podcast about soccer in Spanish. Awesome, dude. Congrats. It's even better. That's even better.

I could do 5 per week. I could do 5 per week. No, but I like the 20 per week. That sounded so much better. How about this? We'll do this. Do phase 1 of this. So do 5 a week, 1 a day. Do the sexiest one. Alright, the one that's the most banger that you could walk through. Do that for 6 months. I've been making the same amount per year. I've been focusing on the content and not on the business. How can I scale this up? Okay. I'm gonna bet that you probably have— so I actually don't know what your monetization vehicle is, so I don't know if you're doing sponsorships or if it's ad revenue. I'm gonna guess that it's one of those two things because just the way you described it, you probably— if you were selling something, you probably would have mentioned your product. So I'm gonna assume that you don't have a product and that you were just basically a media business, which there's nothing wrong with that. So if you want to— so think about it like this, there's a couple ways you can grow the business. Number 1 is that you can sell more media spots. That's the easiest thing you could do to grow the business. So that would be like outreach to other people who have, who buy media in your type of business and are willing to buy more ad spots. That's like thing 1. That's going to be capped though based on the amount. And then at that point, decide whether you want to go from 5 to 10. And again, remember the thing is, is that you're operating from the perspective that you have the existing resources that you currently have to make that decision. Decision, but that's not what's going to happen in 6 months from now. Because if the same math held, right, then that would mean that you would be able to accept eyeballs and impressions that you're getting. But that would be like the fastest lever. The second, you know, thing that would take a little bit longer would be like, I'm going to keep what I have and I'm just going to expand my channel so I can charge more with the ones that I've got. That'd be the second way. The third way is, and this is a, this is a smart cookie way of doing accelerate. Let's assume that you're half as efficient with these ones because you're doing more of them, whatever. All right, let's just assume half. So you're making, call it, $6,500 a year. It depends on how much getting in the game you wanna be, right? And so when you have a media business like you do, I see this as this big continuum of risk and reward, okay? So if you want low risk here, and then you've got high risk and potentially higher reward, you're on this side. And I'll walk you through the options that you have besides what I just outlined. The lowest risk thing that you can do is you can just be an affiliate, which means that you send traffic and you get paid after the sale. All right? That is the single easiest thing you can do. The next thing you can do is you can do media sponsorships, which is what you're doing, right? So now you're saying, "Hey, I want to get paid no matter what. I don't care what your outcomes are." Okay? Oops, I should say shit. All right, whatever. You get the idea. Media sponsors. The next level that you can think about is you can do white label, okay? Which means that you can go and find a product that you like, you can drop ship it or you can like, you're not manufacturing anything like that but you white label it and you put your brand on it and people buy it from your channel. The next thing you can do is you can do a minimum per, let's even go less than that, $5,000 per, okay? So, authority deal which is where you find an existing product that you like a lot so maybe it's one of your bigger sponsors and say, hey, I will make this, you know, more exclusive for me, but I want some points of equity. I want some sort of royalty or rev share on what I can bring you. And so that gives you a nice mix of upside today and upside down the line. And if you did that, then you make $5,000 5 times per week. So $25,000 a week comes in extra, $100,000 a month, $1.2 million per year extra in commissions. So that would triple— now you go from $33,000 a month to $133,000. A month. So you would quadruple your business if you just did that. Trade some sort of exclusivity with that. Now you don't have to do exclusivity, obviously depends on the size of your brand, but those are things that you could explore. Now the last and most risky but highest reward would be, uh, you own 100%, right? So you actually just— you build your own product or service and you have free advertising from your existing media business to go sell that. But I'm gonna warn you, that's getting into the game. Like, you're getting into the business of business. And so these two are significantly easier. This one is pretty easy too. I might flip these. So like, one-two and minority deal, you basically just keep making media and you just change the economics of how you make media. White labeling and you owning your own thing are you really getting into the game of business. You owning a product that you can sell will for sure be the thing that can get you, and that's at a one-third efficiency of your current Lives, the most money.

It's also a distraction if you don't have the resources. Cool. So hopefully—

Gotcha. Does it matter that I don't have— because I'm learning so much. They give you a little bit of outline in terms of like how you can think through how to make more with the existing thing you have. But the, the easiest things here is more eyeballs. If you're already just like, I don't want to change anything, just get more eyeballs, make more media.

Or increase sponsors. That would be the easiest, fastest. I signed up during the book launch to the ACQ group. I don't—

it's not like I'm doing a specific hook or anything. I'm literally just hopping on doing— that you could do.

All right, cool. So with that, Hormozy Hotline.

A house tour, saying some things about Hawaii, and then hopping off. So it's not very strategic. Strategic. Craig, welcome to the show. Welcome to the channel. You guys digging this livestream stuff? I think this is fun. This is so much more fun for me. Of course. Hey, Craig's sponsors. Okay. Craig, mute me in the back. I did. You don't sound like Craig. Oh, I'm Corinne. Corinne. Okay. Rock and roll. Well, Corinne, tell me about the business. Okay. Okay, so you're doing $83K a month, right? $83K a month. Your ad spend is $3K per month. Got it. You're an influencer. Okay, let's see, GLP1. Okay, so you're doing weight loss stuff. Okay, cool. And then your constraint is attribution issue. All right. So, you're doing $83,000 a month.

Good for you. Okay, so what's profit on that right now? Um, so let's see, we can't— I'm like nervous. We came to the scaling workshop and it's not all, it's not all GOP1, but overall our business, um, let's see, a couple months ago was the revenue was $856,000 and then $389,000 and then—

Phase 1 is do it. Okay. Phase 2 is once you do it, you'll realize which ones work better and then you'll start getting better. Okay, because here's what—

even though it was $544,000.

$856,000 was a few months ago or like last year? Um, the last 12 months. Okay, got it. I was like, girl, what happened? Okay, you'll commit to the action, right? You'll do it and then all— got it. So you're going up, you're at $83,000, you had a million-dollar run rate, fine. Um, suddenly you're like, well, shoot, I'm spending all this time doing this. I might as well take 20 minutes to just look at good hooks to start with. And then the next week or two, you'll start with good hooks and then you'll do it and be like, oh my God, this is so— So what's the issue? So, so you have your audience, you solicit the audience to go buy GLP-1 stuff.

Do you have an affiliate? Are you basically acting as an affiliate to somebody else? Correct. I act as an affiliate to lots of different brands. This is the one that we get paid back on the quickest. So that's why we're trying to run ads. Yeah.

But our ads, the Meta thinks that we're not converting because we can't actually hook up to their backend. Word. Okay. So you would need, you just need to add, do you have software for ad attribution? No. Yeah. Just literally hook, like this is a one-time setup. It'll probably cost you between, Louis, what are the, what's the range for like ad tracking software cost? [Speaker:MAN] Anywhere from like 1,000 to 3,000, depending on how much— [Speaker:CHRIS] Yeah, it'll be like, call it like on the low side, like maybe 500 to 1,000, and then it kind of tends to scale up with your spend level. So it'll probably be 1,000-ish, call it, but sometimes more to get the attribution. So what it'll do is it'll then feed back the data to Facebook so that you can get a conversion mechanism in place and just like shorten the loop. But that's like a Google search on YouTube and how to set it up, and most of those are B2B SaaS, so they'll have some sort of concept much better., and then you'll think, man, that was just with 20 minutes. I wonder if I spent an hour a week just prepping a little bit more for each of these, and all of a sudden you'll get even more.

And then this is how you get in the game. Gotcha, gotcha, gotcha. Um, can I ask one more question? I don't know how much— I know I gotta hurry.

Um, how would I document— because yesterday's workshop was so good— document the aspirational achievements? You know, for you it's already done.

It's already done for years. That'll do the setup with you. Like super solvable.

Okay. Even if I don't own the GLP-1 company. See, that's a little harder. That's a little harder if you don't own the— now they still might be willing to install your pixel on their page if you're like a big affiliate for them. Okay. Because that's been our internal struggle since like— I would just ask, I'd be like, hey, I want to spend money to advertise your product. Can you give— can you install my pixel on your page? A lot of people are willing to do that.

If you're going to send me money, it's like, sure, go for it.

Okay. Okay. Is there any way to work around as an influencer? Well, let me give you one more detail on this. You can have them clone the page, right? So that's not like you're not getting their data or anything like that. So clone the page and make it Corinne's page, right? So glp1/corinne or whatever. And that page is only for you. And then you install only your pixel on that page. That way it's not like you're like using their data or anything like that. So they'll probably be far more likely to be like to do that with you. Okay. The houses do the work. Oh, interesting. That is the guy. Beyond that though, yeah, as an influencer, so number 1, get the tech stack. Number 2, ask the people who you are doing this affiliate stuff if they'll just clone the page and install the pixel there so you can spend more money so you can make them more money.

Yeah, inspiration.

Like, am I solution aware or am I product aware? Like, I wasn't sure where I fell. So I think for you again, like, um, the next thing though, a, a third door.

How big is the company that you're dealing with? Uh, how big?

They've been in business for a little over a year, but she's been doing, um, telehealth for 10 years. Okay. Well, I was going for size of revenue, but What I would suggest— no, you're fine, don't worry about it. So what I would suggest doing is saying, hey, I'll make ads for you and my normal affiliate commission— what's your normal commission percentage? For them? What, like, you showing sick houses is going to be like— I just, I don't even want to get into that stuff for you right now. Like, the reason that there are so many real estate realtors— 40%. 40%, right? So I say, hey, I will do this deal with you where you give me 20% instead of 40%, but I'll make ads for you and you can run them. Okay. And then they're funding the cash and you get paid 20%, and then you'll go back and forth.

There'll be negotiation, but at the end of the day, it's free money for you. Yeah, I don't know if they'll do that because it's like a direct sales company.

So if they do it for one person, they have to do it for everyone. All these shows is because people like looking at nice houses. Houses. Now, the difficulty of what's going to happen— so this is me, this— let me just play out what's going to happen next— is that if you do this and you're consistent, you're going to get— they don't, they don't have to do it for everybody. They can say that's something that they unlock after you do, you know, you— hey, if you, if you make us $50,000 a month and you have a larger organic following, we'll put money behind ads. A lot of people who start following you, because people, because people in general, people who are broke and people who are rich, like looking at nice houses. Okay. I mean, I would do that as a business owner. Like if you have a massive audience of the types of customers that I have, like, sure, like I'll spend the money. And like the beautiful part for you is that you're going to get your brand more recognized, right? So you're going to get free exposure. You're going to get paid to do it. But it makes sense for them because your ads for sure will decrease. That's why those workers shows, because broke people look at them too, right? So we just need to make sure that when you start to decrease CAC by more than 20% than, than their standard, whatever ads they have. Okay. Right? So that's, that's door 3. Door 1 is obviously to like just clone the page, get ad tracking set up, and then you can run your ads. That's like, that's the super easy one. Okay. All right.

Feel like you can do that? Yes. All right.

Rock and roll. This was fun. Let's do this again sometime. Thank you. Yeah, for sure. All right. Talk to you, Grant. Taking these leads, 'cause the next thing you're gonna get overwhelmed. Like the next call we would have, Okay, Tashana, I'm an online fitness coach. I get my clients from YouTube. I post one long form and 4 to 5 shorts a day. By the way, excellent framing for this. Like everyone model Tashana. Um, how can I scale my business to $10,000 a month? I get about 5 to 10 leads a month. Okay, so I'm gonna guess that the content itself is not good enough, uh, number one, and I don't know anything about you. So I literally just saw a tiny little icon. I'm gonna say something that's gonna be Borderline, borderline, it'll be borderline, all right? So my team can't stop me, all right, 'cause this is live, so deal with it. So I'll, you know what, I won't make this about you, I'll tell you a story. So a friend of mine, obviously I come from the fitness world so I know, I do something about this, was in the fitness space and he was listening to all the people and making content and doing the stuff. If we were to fast forward this to 3 months from now, he's like, oh my God, it worked but it worked too well and I've got too many leads that are broke versus the ones that are good, right? And so then we're going to have to put a little bit of a triage process in place. And at that point, though, your sales commission should already have gone up by a decent amount and then you can afford somebody to just work your DMs for you. And he wasn't as consistent as he should be, but like he was, he was doing stuff. And the big issue when I was talking to him, I was like, bro, you don't look in shape. You're not in shape. And so I don't know if that's your situation. Now you have to like look in the mirror quite literally and be like, do I have a body that people aspire to have? And like I told this particular individual. Okay, gotcha. Cool. I'm following. And nice thing is you can have somebody overseas do that. So you don't even have to like, that's not gonna be a super draw. I said, you gotta go pro, man. I was like, if you wanna be a professional, I was like, you gotta look like this is what you do like full-time. Like you go in, like this is not, this is not negotiable. And so every business has this type of thing. It's like if you're a web design business and you have a terrible website like that, sometimes it's the big obvious thing. So I'll say number one, I would look there. Number two, if you're getting 5 to 10 leads a month and you're making one— was it long? One long form a day and then 4 to 5 shorts a day? Was that what it was? That's a lot. That's a lot of content to only have 5 to 10 leads a month. So I don't know what your view count is on your videos, but you can, you probably need to make better content. That's like the absolute simplest thing is like you just need to make way better content, number one. I guess that's number two, get in shape, number one. Number two, make better content. Number three, you might not be soliciting your audience. So one of the super high expense, you pay, you know, $500,000 a month and have a full-time. Easiest things you can do, I mentioned this earlier, is like you can have people just directly DM you on Instagram.

CPA who's trained on a simple 6 or 7 question script, very easy. Do I go live on Facebook or IG? Both.

Okay, I got to figure that out. I've never gone live on IG. And if your content is wholly on YouTube, then you need to direct them to a platform where you can more easily have a conversation, right? Conversions happen in conversations. All right. And so I would say send them to a calendar or put a calendar link for people to just book a call straight with you. So I don't know how you're collecting leads, but if it's like an opt-in or something, I promise it's one— it's one Google search away. It's one Google search away. I know. Cool. Like that. Like, you can probably just put a straight calendar link on all the places that you make content. So there's 5 if you're on YouTube. So you've got your profile bio, number 1. Number 2, you've got your pinned comment underneath of every single one of your videos. Number 3, you have your description which you want to make sure that it's the first line with the link with some sort of big reason to why they should click it. Number 4 is going to be community posts on YouTube like you should post your community posts and number 5 is you got in video. So, a third of the way through a video, you make a quick call to action to whatever it is. Might be like, hey, by the way, if you like this then— Yeah, like You could like quadruple your business by doing one thing every day. I feel like we should just do that. Okay. You might wanna come, you know, buy more of my stuff or work with me directly, whatever it is. And I would say if you're in the fitness world, then I would make my CTAs around personalization and accountability. That's the number, you know, one and two things that people want when they're trying to lose weight is they want it to be personalized to them and they want— I love this 'cause I was trying to figure out what one thing to do. So this is very helpful.

This is a good one thing. I feel very confident in this one thing. Okay, cool.

Okay. Thank you.

I'll talk to you again in a few months. Yeah. All right.

You bet. All right. Thanks, Dallas. You bet. Take care. Bye. This is a great question that want accountability. So like, what can someone not get from free internet content? They're not sure if this is right for them or that it's personalized for their specific needs and they want somebody to like call them up and be like, hey, stop being— stop being— trying to keep this PC. Stop being a Stop being a, man, I have so many words that are just not good. A rotund individual. That Crystal just brought up, by the way, everybody. Like when there's so many tactics that you have that you're like, how can I? Stop being a fatty, all right? They need to hear that, right? That's what they need to hear. I'm not saying that's what you would say, obviously, but they want somebody who's gonna hold them accountable, okay? So with that being said, Let's rock and roll to— let's see if Craig— let's see if Craig will pick up this time. So Craig, welcome to Mozzy. Hello, Alex. What's up, dude? $18,000. You know, I could make this better. This is something else I could do is like just start. And the thing is, is that $18,000 a month, right? That's where we're at. $18K per month. Ad spend is zero. Okay, got it. Industry is digital services.

You know, SEO. Got it. Yes. Yeah. And you're selling to e-commerce? Yes, we are.

Okay.

Selling to e-commerce brands, trying to. Um, so basically business is about a year old.

Um, and we've got like, my best friend is a really good web developer. You will like, by doing, by starting and doing a lot of volume, you will feel the pain of doing a lot of volume with very little output. Then what will happen is you're like, man, if I'm putting all this time into it, I'm going to start getting better. And so most people try to like, they have this fallacy of the perfect pick.

Like I have to make the perfect— Join Forces started like using his network to get clients. So we've done around $285,000 in the last 12 months. We're proud to say we've never had a client churn, but we're kind of like a glorified tech support department. So basically anyone with a credit card and a pulse. What's price point?

Price point? We're basically billing hourly at the moment. I'm putting together— Big thing where it's not worth it. It's like, no, like start, realize that it's gonna suck because you're putting like an offer funnel and everything. So don't do that.

Yeah, it's like, so, okay, so what are you billing right now on average? Um, like £50 an hour, say, so like $70 or so. Um, right, it's just you and him trying to With one other full-time developer, a few freelancers and everything. So, we do offer, we do SEO, we do good web development, PPC, some CRO stuff.

It's kind of like, we need to really rein in on our ideal avatar.

All this time into it, and then you will be pulled, because you've already made the commitment, and you keep your commitments. I feel a bit silly, because you've already shown me what to do. I need to go move mountains, get a ton of leads, get our ideal avatar.

But, um, well, you do need to change your offer. I have the opportunity to speak to you, so you do need to change the offer.

Yeah. Yeah.

The offer sucks for sure. Yeah. We, we need an offer. We don't have—

Dude, you're selling to people who are doing $30,000 to $100,000 a month, right? Uh, yeah.

Well, that, that's the target audience. Some are, some are a bit smaller, but yeah. Well, whatever. I mean, um, yourself, uh, you'll, you'll feel pulled to get more efficient at the thing. And then Crystal, for example, you do— I don't know if you just heard, I had, uh, Who did I have on earlier? I had Liz, I think. Liz is doing— will start listening to more and more of my content-related stuff and be like, okay, I'm gonna start working on these hooks to make them work better. I'm gonna start— people seem to like the outside of the house more than if I start with the inside of the house, or maybe they like the view first rather than the bathroom, whatever. She'll figure out, and Crystal, if you're still watching this, $600,000 a month doing ManyChat automation, and she's selling to e-commerce owners doing $25,000 a month. And she's selling $6K a month. You're selling like $100 a month. Yeah, underpriced is— Yeah, you're wildly underpriced, but we have to tweak the offer and the pricing together. So I would want to say like, can we say like, we'll replace 10% or 20% of your traffic with SEO within a year, and our services are, I don't know, starter, $2,500, $3,500 a month, just to like get going.

Yeah, yeah, I have an offer I'm starting to pitch on cold outreach if I can run that by you. Okay. Uh, yeah, so I mean, basically SEO industry is like really commoditized by retainers, so I'm trying to just ramp up cold outreach and basically offer people like a free personalized audit as a lead magnet. So I'll show them, um, what I would recommend doing is that when you have your lot, where their competitors are ranking, where they're ranking, and what they're missing out on. Give them a personalized Loom sort of showing them where, how to improve. And then we're going to do like a 28-day sprint to basically fully optimize the website as much as we can, try and get them as many wins as we can in the first 28 days.

I wouldn't use the word audit. With a guarantee. Yeah, I wouldn't use the word audit because I think that sounds boring and not fun. So I would say like, look at like, we will find you at least 7 revenue opportunities that you can set up within the next 30 days. 5s. Like, there's so many content agencies. Again, this is a little bit of investment for you, but like, there's so many content for free. Gotcha. Okay. And then you walk them through it. Yeah, way better. You walk them through it and say, hey, you can do this on your own, turn it over to, you know, a web company, or we'll do it for you.

Gotcha. Um, and I was thinking like a— in terms of like a guarantee, I was thinking maybe like we refund sort of 25% of our cost, like our profit margin, something like that.

Yeah, that's fine.

Yeah, it's—

I'm trying to make it more compelling, but it's, um, I think SEO is a tricky industry to sell right now. Yeah, I mean, the thing is it takes time for SEO to work. Yeah, well, I mean, we can do agencies that'll just clip, uh, portions, especially if it's like tours and stuff, and then you can do trial reels that you can post up to 5 a day for the same reel. Where I would be like, okay, let me start with, you know, different first 3 seconds.

So I'm gonna start with the outside of the house. I'm gonna start with what a lot in like 4 weeks and just show them like initial wins and try and because I'm trying to build the trust because, you know, everyone's got a million SEO guys in there and they're just like, hey, you know, can you, can you do a walk in the front door?

I'm gonna start with the view. I'm gonna start it with, you know, the amenities or whatever it is. Yeah. Heard. Can you do, can you like guarantee around rankings?

Like we'll get you in the top 10 or in the first page or something? It is tricky because it's like we could do everything right, Google changes their algorithm and, and you know, their, their site goes down. So I try and pitch it as like we're gonna stack the odds in your favor. But yeah, it's, it's hard to guarantee results.

I guess we could guarantee page speed, but I mean, that's not really the be-all end-all of a business. No. Can you do anything around just traffic? Not a— and maybe a different verbal and visual hook. And then once you have those 5, you take the best one, you post it to your main page.

Okay.

Jack Malt, how can I get hot leads for high-ticket executive ranks? Uh, I mean, potentially. Um, yeah, I mean, I like the 7 revenue. Like, if I'm just keeping it simple, I think 7 revenue opportunities. We're going to unlock these things. This is our price.

You don't have to worry about guarantee or anything like that for now. Gotcha. Okay. So, so just like one time, one time kind of lead magnet. Here you go.

And hopefully from there, book a call, maybe go into like the sprint. Executive. Okay. Can I, someone pause me my, my little chatty chat. Okay. Hi, how can I hot leads for high ticket executive clarity service? It's a science-based. Yeah. I mean, I would say like, here's what it is. We can implement this in your business. Do you want us to put in your business? Great. And so if you want— have you read the Money Models book? Yep. Yeah, yeah, yeah. I would use a wave fee offer for you. Okay. So for everyone who's watching online, I'll, I'll own this. So, uh, wave fee offer is the last offer, I think, in the continuity section. And so when you have a business that like takes time, service involving photography, sign for someone to get started, you do an A/B and you say, hey, Option 1, you keep flexibility, right? And so you say, hey, it's, you know, $25,000 and then it's $5,000 a month after that, or I'll waive the $25,000 and it's $5,000 a month. But you got to stick for a year because it takes time for the SEO to work. And the good news is that if we haven't made progress within the 90 days, you can get out. That would be my like second. Okay, cool. Like that way it's like you don't feel like you're committed, like, but in space service involving photography. Can you scroll up on my, my guys? Okay, here we go. I have 10 years of photo experience. High ticketing. 90 days, if we haven't, like, you know what to insert here, but if we haven't X within 90 days, then we'll let you out of the contract. So instead of the guarantee, the guarantee is that we can let you out of the contract without having to pay the waive fee exit. But if we hit our thing, then you gotta pay that to get out because that would've been the flexibility price. Okay, gotcha. That makes a lot of sense. I appreciate it. Yeah. Executive clarity. I don't even know what that means.

So I'm going to say something, Jack. So if like, you know, hopefully you're live. Um, cool.

All right.

And just to take a second, I just, I always thought if we ever spoke, I just want to thank you for everything that you and Trevor have done and to drilling everything down into a way that we can all understand. Uh, yeah. When it, when it's like, when I'm overwhelmed and I'm overthinking, it really helps so much to, to be reminded it's an input-output equation at the end of the day.

So, well, I'm happy to hear it, man. Yeah. Thank you, man. You're awesome. All right. All you. All right. All right. See you. For everyone online, talking about page 150. Um, uh, well, I guess you are live, but I will, I'll, I'll bet you 3 inside the off— and not offer, excuse me, Money Models book. All right. So this is the last part of the continuity offers. That's the way fee structure I was just talking about. Okay, let's do— let's get kooky with it. Okay. Andre File. Okay, so I run an AI cold email. Okay, so just give me one that I can pause it somewhere so I can read it. Pause it anywhere just so I can read it. Okay, hold on. Uh, just some— someone pause it. Thank you. Okay, so why— okay, let's do— I have a beauty salon. Okay, man, like, you'll get way more leads if people can understand what you do. Like, I'm just being super real. Like, like, explain it to a 5-year-old. Like, I take pictures of your face that make you look better and get you— Albus Tube: I have a beauty salon in Romania. Uh, most money come in from permanent hair removal. The rest of people pay me rent. How can I scale it? Okay. Permanent hair removal. Oh, Jesus. Higher responses to your resume outreach. So it's just like, I was thinking like, I was thinking like, I was like, who is paying for this? Body hair. Got it. Okay. How can I scale it? I find it difficult to get customers and my costs are high. Okay, most money from— okay, most, the rest of the people pay rent. Okay, got it. So I'm relatively confused by what you do, and I think that if I'm confused and I look at a lot of different businesses, I mean, I'm going to guess that you're— I'm not sure if you're running ads, you might be mispriced. Prospects will also be confused, and so I think this is a messaging— but usually, like, this is something that I call pseudo-medical, which is one of my favorite spaces to be in because you have so much pricing power. Um, so I don't know the rules in Romania. I don't know if they're like super tough to, uh, to do pseudo-medical type procedures there. Um, and I probably won't try and translate US prices to you guys, but like, I'm guessing— I'll just do relative. So the cost of a generic haircut here is probably somewhere in the neighborhood of like $75 if it's like the commoditized haircut price. An issue right off the bat, which is just make it very like— be clear, not clever. Like, that is like— that is the issue. Be clear, not clever. Yeah, that's, that's, that's what I would do. And the cost of laser hair removal for a package of, call it like 6 to 8, will usually be like $2,500. And so maybe you can make that appropriate difference. And so if you're looking at your price points compared to like your hair stuff that you do, compared to your removal stuff, that might give you an idea of maybe that you're mispriced within Romania. Secondarily, I think this is a— it's super visual in terms of the nature of what you sell, in terms of before and afters. And then from there, you're going to have to let more people know about your stuff. So you're going to have to either pick outreach, you're going to have to pick content, or pick ads. My recommendation, especially if you want to be a thought leader, is going to probably be on the content. So I think organic, Instagram for sure will be like monster for you. And given how small Romania is, I think that that actually might work pretty well. So I would go organic first with before and afters. That's like easy to do. Google AdSense would be the second thing in terms of speed. Google Ads will be faster than posting. And then the third is that I would run Meta ads. That would be my like three-pronged approach. It's like we've decided that's where the attention is. And so I would start demonstrating the highest degree possible SPCL, which is what I started this whole thing with. Probably have to change the price. You probably need to sell bundles, not sessions. You need to make sure that you're priced appropriately. And then given all of that, then we use those three marketing strategies. Cool. All right. 6th caller is Crystal.

Welcome, Crystal, to Hormozy Hotline. We are hot.

Hey. Hey, what's going on? Oh, hi. Sorry, I was watching you on YouTube. Hello from Hawaii. And if you can't do it for yourself, then you want to use or borrow the status of the people that you're helping. Hello from— hello from Vegas. All right, so you're doing $33K a month. Okay. Next caller is Anne. And got it. All right. Ad spend is zero. Got it. Real estate is the niche. Okay. Oahu luxury homes. Okay. Real estate, luxury. Got it. Offer is buy, sell for high net worth. Okay. So you are an agent, right? For your brokerage? Yes. Yep.

Okay, are you brokerage too or just agent?

Our leaders can probably only focus on us.

That's where the attention is. Anne, what's up? Demonstrating the— Oh, just an agent.

Okay, and I said just, that sounded— That's possible.

FPCO is what I started this thing with. Anne! And if you can't do it for yourself and you want to use or borrow these data— That sounded diminutive, I didn't mean it like that. So congratulations. Oh, no, no, no, thanks. No worries. Okay, so the constraint is needs funnel and a clear hook. Unsure if buyers or sellers can share the same offer.

Okay, so you want to sell more houses, right? Yes.

So far I'm on track for $25 million this year, but I want to get to $50 million.

Okay, so what do you do right now to get leads? It's all referrals, and a couple times a month I'll go live on Facebook.

I was doing it more consistently and I would get leads that way, but it's mainly referral-based.

Okay. So when you did go live more consistently, you got leads that way?

A few. Yeah. Like this year I have the people. And? Yeah. There we go. All right. I'm— Okay.

So you're on Hormozy Hotline. Let's rock and roll. So you got $200,000 per month in revenue. I picked up $10 million in sales from that one Facebook video.

Well, What do you think I'm gonna say? To do more of going live. Yeah, that seemed to work pretty good. So you did $10 million in sales, your commission's what? Call it 3% on average between buy and sell? Yes. Okay, cool. So you made $300,000 off of the lives that you did. How many lives would you say you did? Yes. Yes. All right. Ad spend, zero.

Industry is medical, men's sexual function. Ooh, this might be spicy and deep.

Um, usually only 2 a month. I used to go live every Thursday for 4 years straight. Okay, so 2 a month. And let's just say that that's what you did the year that you did the extra $10 million. Does that sound accurate? Yes. Okay, so you did 24 lives and made $300,000.

So you made like $13,000 per live. Yep, that's good math. That feels worth it, right?

Yeah, 'cause it's pretty easy and fun. I just hop on, do a house tour, then hop off. Yeah, so what if you did that, how many houses do you show, or how many houses hypothetically could you do that for per week? I wanna say max, not like, let's start from where you were to, like, what would be the maximum amount of those that you could do? The max— Weed. Men's sexual function, okay. And then your offer is lifestyle, stem cells, okay, so you're doing like, yeah, you're doing full like injections and all sorts of stuff. Okay, cool.

And then we've got constraint is needs more qualified leads. Okay, are you a doctor? Would be, I mean, if I really hustled, probably 20 would be like moving— Per month?

With my schedule. 20 per month?

Oh, I thought you meant per week. Oh, per week, no, no, that's even better. That's even better.

I could do 5 per week, I could do 5 per week. No, but I like the 20 per week, that sounded so much better. How about this, we'll do this. Do phase 1 of this, so do 5 a week, 1 a day, do the sexiest one, alright, the one that's the— Sure. Yes, I'm a— the most banger that you could walk through. Do that for 6 months, and then at that point decide whether you want to go from 5 to 10. Oh, and again, remember, the thing is, is that you're operating from the perspective that you have the existing resources that you currently have to make that decision, but that's not what's going to happen in 6 months from now.

Because if the same math held, right, then that would mean that you would be able to—

medical doctor, and we have a medical clinic that focuses mainly— let's assume that you're half as efficient with these ones because you're doing more of them, whatever. All right, let's just assume half. So you're making, call it, $6,500 per— let's even go less than that, $5,000 per. Okay, so if you did that, then you make $5,000 5 times per week. So $25,000 a week comes in extra, $100,000 a month, $1.2 million per year extra in commissions. So that would triple— now you go from $33,000 a month, $133,000. A month.

So you would quadruple your business if you just did that, and that's at a 1/3 efficiency of your current lives.

Gotcha. Does it matter that I don't have— because I'm learning so many on sexual restoration, and, um, yeah, we, we do stem cells and, uh, also shockwave therapy and multiple medical treatment along with hormone replacement therapy and peptides.

Therapy. Dope.

Okay, so is this brick and mortar? I'm guessing. Yes. Okay, got it. Where are you out of? Much with your content. I signed up during the book launch. Yeah, the ACQ group. Um, I don't—

it's not like I'm doing a specific hook or anything.

I'm literally just hopping on doing, uh, Fredericksburg, Virginia. It's right outside of DC.

A house tour, saying some things about Hawaii, and then hopping off. So it's not very strategic. Phase 1 is do it. Phase 2 is once you do it, you'll realize which ones work better and then you'll start getting better. Okay, because here's what ends up happening. You'll commit to the action, right? You'll do it and then all of a sudden you're like, well, shoot, I'm spending all this time doing this. I might as well take 20 minutes to just look at good hooks to start with. And then the next week or 2, you'll start with good hooks and then you'll do it and be like, oh my God, this is so much better. And then you'll think, man, that was just with 20 minutes. I wonder if I spent an hour a week just prepping a little bit more for each of these, and all of a sudden you'll get even more.

And then this is how you get in the game. Gotcha, gotcha, gotcha. Um, can I ask one more question? I don't know how much—

I know I got it. Um, how would I document? Because yesterday's workshop was so good. Document Fredericksburg.

Okay, cool.

So, um, okay, so talk to me.

So what's the, uh, what's the issue? You want more leads? Yeah, so we have— all my leads come from my YouTube channel and also word of mouth, and we have 150,000 subscribers on YouTube channel, and we have an application funnel through there.

But we're the aspirational achievements, you know. For you, it's already done.

It's already done for you. The houses do the work. Oh, interesting.

That is the answer.

Like, am I solution aware or am I product aware?

Like, I wasn't sure where I fell.

So I think for you, again, like, we're getting leads, but we're— when we're— and our team converts at 65%. What, like, you showing sick houses is going to be like— I just, I don't even want to get into that stuff for you right now. Like, the reason that there are so many real estate reality shows is because people like looking at nice houses. Houses. Now the difficulty of what's going to happen— so this is me, this— let me just play out what's going to happen next, is that if you do this and you're consistent, you're going to get a lot of people who start following you. Because people— because people in general, people who are broke and people who are rich, like looking at nice houses. That's why those work as shows, because broke people look at them too, right? So we just need to make sure that when you start getting these leads, because the next thing you're gonna get overwhelmed, like the next call we would have— 5%, uh, but we're not getting the quantity of qualified leads that can afford our services ranging from $15,000 to $25,000. If we were to fast forward this to 3 months from now, you're like, oh my God, it worked, but it worked too well. And I've got too many leads that are like, that are broke versus the ones that are good. Right. And so then we're going to have to put a little bit of a triage process in place.

And at that point, though, your sales commission should already have $1,000 because, I mean, they get result within 5 days.

You know, we have a great offer. We're doing everything we do. We can have people come in. The nice thing is they can tell very clearly whether it works or not. Yeah. You know, gone up by a decent amount.

And then you can afford somebody to just work your DMs for you.

Okay, gotcha. Cool? I'm following. And the nice thing is you can have somebody overseas do that, so you don't even have to like, that's not gonna be a super high expense.

You can pay, you know, $500,000 a month and have a full-time VA who's trained on a simple 6 or 7 question script. Very easy. Do I go live on Facebook or IG? Both.

Okay, I gotta figure that out. I've never gone live on IG. I promise it's one Google search away.

It's one Google search away. I know. Cool? Exactly.

Do you do before and after pictures? We want to get more qualified. Say that again?

You could like quadruple your business by doing one thing every day. I feel like we should just do that. Okay.

I love this because I was trying to figure out what one thing to do. So this is very helpful.

This is a good one thing.

This, I feel very confident in this one thing. Okay. Cool. Okay. Thank you. I'll talk to you again in 6 months. Yep. Are you back? Do you do before and after pictures? I'm joking. What's the best thing to do before and after for sexual function? I'm kidding. Okay. Testimonials. Yeah, sure. Testimonials, man. Look at that thing.

Just, just triumphant.

Um, okay.

Got it.

So you need to get more. All right. Thanks, Alex. You bet. Take care. Bye. This is a great question that, that Crystal just brought up, by the way, everybody. Um, like when there's so many tactics that you have that you're like, how can I, you know, I could make this better. This is something else I could do is like, just start. And the thing is, is that you will, like, by doing, by starting and doing a lot of volume, you will feel the pain of doing a lot of volume with very little output. Then what will happen is you're like, man, if I'm putting all this time into it, I'm gonna start getting better. And so most people try to like, they have this fallacy of the perfect pick. Like, I have to make the perfect thing or it's not worth it. It's like, no, like start, realize that it's gonna suck because you're putting all this time into it. And then you will be pulled because you've already made the commitment and you keep your commitments to yourself. You'll feel pulled to get more efficient at the thing. And then Crystal, for example, will start listening to more and more of my content-related stuff and be like, okay, I'm going to start working on these hooks to make them, you know, leads. YouTube's the primary channel.

And people who are coming in who are—

do people fly to you? Yes, we have people coming in, actually international. We're having somebody from Hong Kong. What percentage? Somebody from the UK. What percentage are local versus work better? I'm going to start people seem to like the outside of the house more than if I start with the inside of the house. Or maybe they like the view first rather than, you know, the bathroom, whatever. Like, she'll figure out. And Crystal, if you're still watching this— international— oh, what I would recommend doing is that when you have your lives, like, there's so many content agencies. Again, this is a little bit of investment for you, but like, there's so many content agencies that'll just clip portions, especially if it's like tours and stuff. And then you can do trial reel. Um, I mean, US, it's probably like 90%. Oh no, I would like— if you're saying that you can post up to 5 a day for the same reel, uh, where I would be like, okay, um, let me start with, you know, different first 3 seconds. So I'm going to start with the outside of the house, I'm going to start with walking the front door, I'm going to start with the view, I'm going to start it with, uh, you know, the, the amenities or whatever it is, and maybe a different verbal and visual hook. And then once you have those 5, you take the best one, you post to your main page. Okay, Jack Malt, how can I get hot leads for high-ticket executive? Okay, can I, uh, someone pause me my, uh, my little chatty chat? Okay, hi, uh, how can I get hot leads for high-ticket executive clarity service? It's a science-based service involving photography. Science-based service involving photography. Can you scroll up on my, my guys? Okay, here we go. I have 10 years of photo experience. High-ticket— US, I'm gonna say most people that are traveling to you, like, if I mean most people are traveling to you. Yeah, I would say probably that'll be 70%. Yeah, done. Good enough for me. Okay, got it. So, um, so how many, how many pieces of YouTube content are you putting out per week?

I only do 2 long executive clarity I don't even know what that means. Long-form videos.

Yeah. And so my team cut off the long-form video into— So I'm going to say something, Jack. So if, like, hopefully you're live. Well, I guess you are live, but I'll bet you, man, like, you'll get way more leads if people can understand what you do. Like, I'm just being super real. Like, explain it to a 5-year-old. Like, I take pictures of your face that make you look better and get you higher responses to your resume outreach. So it's just like, I'm relatively confused by what you do. And I think that if I'm confused and I look at a lot of different businesses, prospects will also be confused. And so I think this is a messaging issue right off the bat. Which is just make it very like be clear, not clever.

Like that is like that is the issue. Be clear, not clever.

Yeah, that's, that's, that's what I would do. Shorts. Okay. Which we post daily. Yeah, that's it. Got it. Do you have, do you have the 5 CTAs that I mentioned earlier of like those 5 places that you can do calls to action? Because that's like an immediate thing you can do that can just generate more leads. So, and then from there you're going to have to let more people know about your stuff. So you're going to have to pick outreach, you have to pick content or pick ads.

My recommendation, especially if you want to be a thought leader, is going to probably be on the content.

One-third of the way through videos. We've been doing that. Okay. Yeah, we've been doing that. That's where the attention is. And so I would start demonstrating the highest degree possible SPCL, which is what I started this, this whole thing with. And if you can't do it for yourself, then you want to use or borrow the status of the people that you're helping.

Okay, got it.

So, but you're doing all 5. Next caller is Ann.

And that's where the attention is. And what's up?

Demonstrating the highest value possible. FPCO is what I started this discussion with. And if you can't do it for yourself, then you want to use or borrow these data of the people. Yeah. There we go. All right. I'm— Okay. So you're on Hormozy Hotline. Let's rock and roll. So you got $200,000 per month in revenue? Yes? Yes. All right. Ad spend, zero. Industry is medical. Men's sexual function. Ooh, this might be spicy indeed. Men's sexual function. Okay. And then Uh, your offer is lifestyle stem cells.

Okay, so you're doing like, yeah, you're doing full like injections and all sorts.

Uh, yeah, as of yesterday we were doing 4, but now we're doing 5. Okay, got it. There we go. Hey, I'll take it, I'll take it. A little 20% improvement or 25%. Okay, so I mean, you, you kind of have— you're, you're in a— you basically have 2 paths, right? So path 1 is how can we— like, I don't think you necessarily need to make up stuff. Okay, cool. And then we've got constraint is needs more qualified leads. Okay, are you a doctor? Yes, I'm a med—

More content, like you could, but I would rather you, like how much time do you spend prepping the packaging and the thumbnails and the— Medical doctor and we have a medical clinic that focuses mainly on sexual restoration and yeah, we do stem cells and also shockwave therapy and multiple medical treatment, with hormone replacement therapy and peptide therapy.

So, okay, so is this brick and mortar?

I'm guessing. Yes.

Okay, got it. Where are you out of? Fredericksburg, Virginia. It's right outside of D.C. Fredericksburg. Okay, cool.

So, okay, so talk to me. So what's the, what's the issue? You want more leads?

Yeah.

So we have all my leads come from my YouTube channel headlines for the content that you make. Oh, I don't do that. My video editor does that. I think he probably spent maybe like 8 to maybe 8 to 16 hours because he does, he does do 2 a week. So I would just say maybe 2 days. Well, on the prep or on the post? And also word of mouth. And we have 150,000 subscribers on YouTube channel, and we have an application funnel through there, but we're prep and post. So I will produce like 4 at a time, and he does— he just— we're getting leads, but we're— when we're— and our team converts at 65%, but we're not getting the quantity of hot— of a qualified lead that can afford our services ranging from $15,000 to $25,000. Yeah, right. Uh, dollars, because I mean, they get results within 5 days, you know.

We have a great offer, uh, we're doing everything we do.

The best thing is they can tell very clearly whether it works or not. Yeah, exactly.

Do you do before and after pictures? We want to get more qualified— say that again? I said, do you do before and after pictures? I'm joking. Uh, what's that?

I'm joking. I'm kidding.

Okay. Testimonials. Yeah, sure. Man, look at that thing. Just publish it. Like, you know. Yeah. So every other week you do 4 videos. Yeah. Got it. Okay. So I'll, I'll tell you this, like you're, you're a more experienced YouTuber. It's likely that the biggest improvements that you're going to get are on better rather than more. Triumphant. Okay, got it. So you need to get more leads, YouTube's the primary channel, and people who are coming in who are, like, do people fly to you? Yes, we have people coming in, actually international. We're having somebody from Hong Kong. What percentage? Somebody from the UK. What percentage are local versus more? For where you're currently at, and it's going to come down to like, I mean, some of the tools I said yesterday, like 1 of 10 are national. Oh, I mean, US is probably like 90%. Oh no, like if you're saying US, I'm gonna say most people that are traveling to you, like if, I mean, most people are traveling to you. Yeah, I would say probably that would be 70%, yeah. Done, good enough for me, okay, got it.

So, So how many, how many pieces of YouTube content are you putting out per week? I only do 2 long-form videos. Yeah.

And so my team cut off the long-form video into shorts. Okay. Which we post daily. Yeah. That's it. Got it. Do you have, do you have the 5 CTAs that I mentioned earlier of like those 5 places that you can do calls to action? Because that's like—.com is a good tool for looking at packaging. And saying like, how can I get an immediate thing you can do that can just generate more leads? So how can we look at other outlier, similar outlier packaging for videos that are either in the space or adjacent to it? And then how can we match our thumbnail, headline, and introduction?

Do you script out your introductions? One-third of the way through videos.

We've been doing that. Okay.

Yeah, we've been doing that. Okay, got it. So, but you're doing all 5?

Uh, yeah. As of yesterday we were doing 4, but now we're doing 5. Okay. Got it. There we go. Hey, I'll take it. I'll take it a little, a 20% improvement or 25%. Okay. So I mean, you, you kind of have, you're, you're in a, you basically have 2 paths, right? So path 1 is how can we, like, I don't think you necessarily need to make more content like you could, But I would rather you—

like, how much time do you spend prepping the packaging and the thumbnails and the headlines for the content that you make? Oh, I don't do that. My video editor does that. I think he probably spent maybe like 8 to—

maybe 8 to 16 hours because he does do 2 a week.

So I would just say maybe 2 days. Well, on the prep or on the post? Um, prep and post.

So I produce like 4, uh, at a time, and he does— he just, uh, publishes like, you know. Yeah, so every other week you do 4 videos? Yeah. Got it. Okay, so I, I'll tell you this, like, you're, you're a more experienced YouTuber. It's, it's it's likely that the biggest improvements that you're going to get are on, on better rather than more for where you're currently at. And it's going to come down to like, I mean, some of the tools I said yesterday, like oneof10.com is a good tool for looking at packaging, um, and saying like, how can we look at other outlier, similar outlier packaging for videos that are either in the space or adjacent to it? Um, and then how can we match our thumbnail, headline, and introduction?

Do you script out your introductions? Yeah, you are scripting your introductions. Yeah. Yes. Yeah, I actually use like AI to help me with the hooks and the intro, but most of it is really my content that I put out. And the one of the things about our channel is that it's grown because I would talk in generalized like ED and I give everything away. So now I really, I, the last 3 videos I've been making more for entrepreneurs and executive, 'cause I wanted to target more of high ticket client. And our views like absolutely plummeted down to like hundreds instead of thousands. So that was one of the things I wanted to ask you, is that something that we need, we should be worried about since we're kind of target the message more for, you know, high ticket.

Clientele. So I'll tell you how I would make an adjustment or a test like this. So I never want to threaten my core business, and so if I have 2 videos of a certain style and packaging that are working, I don't want to break that because like all of a sudden your revenue could cut in half and that would be not fun, right? So I would prefer you keep your 2 videos a week that are your, you know, kind of standard wider, etc. thing, and then do an additional video that's going to be the new thing. Because in that way, you can guarantee that you're going to make more. And that way, you can test it and not feel like you're risking the whole business to make this test. Because like, that's— it's the primary way of getting leads for you.

And so, I would really not want to risk the entirety of my business for a test. That's a big test. Right. I love that.

I can definitely do that because I was thinking about doing more. But you said do better. I do think that you can do better, but I think that if you're gonna run this test on trying to attract higher-level customers, I think that I would just add that in addition to the 2 videos you're doing, so then that'll bump you to 3, and you're gonna probably get benefits from both, more volume, and I still think, and maybe your video editor can watch the replay of this, but like, I would strongly recommend scripting out both verbally, and this is the part that people miss, visually, because you have a very physical profession, obviously, like, You can't show certain things on your YouTube channel. But like you in a smock, or not smock, whatever, the white lab coat, right? You got the coat and you've got some tools and some machines and you've got some of those props that look like body parts behind you. I think all of those things kind of set the frame. And proof, promise, plan. I don't know if you are using that as the setup for the introduction, but proof, promise, plan. And if you want, you can introduce pain in there as well as kind of our 4-step way that we introduce all videos. And so I'd make sure that I have a sentence for each of those Ps. And if you have a picture, which kind of gives you a visual roadmap of what they're going to get, I think that that will also likely further aid in retention. So those are kind of like the quote better things, and you can do that for all 3 of the videos you're going to make. But number 1 is you're going to go from 2 to 3. The 3rd one's going to be experimental. You're going to tighten up and script the introductions. And the packages should be picked from outliers rather than just something you find interesting.

We already know that this packaging, the way that this image and the headline work, are likely going to convert. Yeah, I love that. That's really good. What do you think about advertising on private jets and so forth?

I was advised to do that to attract the clientele that we want. I mean, you can try it. Um, again, I would just put that in my experimental bucket. Okay. Yeah.

I mean, if you fly private as is, then yeah, just on your next private, you know, on your next flight, just record. Okay. Yeah.

No, I, I, I love that.

So make more content, but make better content. Yeah. And, uh, and add the third one. Uh, we have a funnel. Can I ask you one more question about the funnel? Go for it. Now the funnel that we had, I was listening to you at talking to another lady, and our funnel is actually an application funnel to book a call with our sales team.

But if— Is it lower levels of awareness when there's way more people? Sometimes the funnel has to change, and so does the lead magnet. Are you just making a straight offer in your ads? What's the funnel? I'm making an offer to book a demo. Yeah, dude, you are so low on the awareness thing. That's the issue.

You have to make it easier for someone to take a step. They don't know who you are. Like, we are looking at more, attracting more premium buyers.

Should we still continue doing that funnel or should we open up more on the higher part of the funnel? I think you should drive more into like, just put more in. This is why we're gonna do it. Like, I don't think you should, like, you're converting 65% of your leads. Your conversion process is not the constraint of this. So maybe there's things you can improve, but that's not where my focus would go. My focus would 100% be on, making more and better content on YouTube. I do think that like, I would say like, do this experiment, improve the packaging, the hooks up front. The next thing would be running ads, but I just feel like the nature of this business is so like trust-driven that I think organic, I mean, you've already gotten the success you have because I think you started with the right strategy. I really just wanna see like, how do you get to a million views, or sorry, a million, just saying like, hey, book a sales call, is a tough ask. Okay. Right. And so this is why, like, lead magnets, things like that make sense. It's like you might need to have a longer process of breaking even, number one, and a longer process of educating the prospect. And you need to have wider hooks. And so one of the big things that happens in like the whole marketing world is some people are like, oh, 1 million subscribers on your channel. Like, that would be like my mission.

How do we get— how many views a month you're getting? Yeah, how many views? Um, well, it depends. If we put out a pretty good one, it's probably about 10,000. Uh, that was our usual. Yeah. Uh, depending on the video, but the last 3 on—

I talk about executive and the intersection with sexual health, we got like hundreds. Yeah, yeah. I, I, I think that you have a ton of room. Lead magnets don't work, or they do work. If you just say, hey, buy my shit, you will get higher ROAS than have a lead magnet. But you will be very quickly— if you're getting $10,000 per video, I think you have a ton of room for improvement, like especially based on the nature of what you have.

Like, like you, like you could for sure be at $100,000, $250,000 per video for sure. No question. Well, thank you. Yeah, we have about 10 videos that are almost a million.

Yeah, right now. So yeah, so we may lean in more on those topics. Okay, rock and roll. Love it. Yeah, just repeat your winners. Cap by the amount of people who are warm. And so you've probably heard the whole like 97% of the audience isn't ready to buy right now and 3% is. Have you heard that? So right now you're spending all your time on that 3%. If you want to scale this thing, you got to be able to go up. Makes sense. All right, thank you. Thank you. All right, talk soon. Appreciate it. Yep, bye-bye. Okay, so you guys digging the, um, you guys digging the, uh, the livestream action? This is fun. So this is, uh, this is super edited. My, my $100 million men have delivered some sandwiches. This is not sponsored by Jimmy John's, but maybe I should have been. Uh, so people are like, huh, what kind of sandwiches does Alex eat? I get a double meat I get a country, so you might, right? And so the hooks are going to be like, how to double AOV, how to decrease number 11, whatever that one is. I get that one. I think it's country, country something. I get an extra meat on the side and look at this. And then I get kickin' ranch. I get a side of kickin' ranch so I can dunk the hell out of it. Man, this is gonna be so aggressive for me to eat this while we're going live. I'm gonna do this. How many, let's do, I'm gonna do a couple more calls and eat lunch because I'm starving. Quick. Okay, so my K, 16, I do AI automation, helping businesses save, you know, your CPAs or whatever the like types of language that you can make there. And it's like, here's 6 ways that you can decrease CPAs. Now all of them might include using ManyChat to do it, and they may be like, oh shit, this is really good, good stuff. And if you're super hands-on, which it sounds like you are if you're charging $6,000 a month, like you can give away all the secrets, I promise you. Just give away all the secrets, time, etc. I currently get leads through Facebook, Instagram, and email outreach. Advice on scale, volume only. Thanks. Yeah, dude, you're doing, you're doing too much. You're doing like, pick one of those channels to start out with and just do more on that one channel. So I think you're probably spread too thin if you're like trying to sell, trying to market, trying to deliver to customers, and you're also on 3 different channels. I would say do more, but on one of those you can get better. Cool. Sweet. Rock and roll. Will not matter. Give away all the secrets, all the sexiest stuff, put it in your lead magnets, put in your ads. Putting your little— that was an easy one. Wedding filmmaker. Here, majority of leads are word of mouth, but I don't know if it's really as scalable as I would like to be. Currently at $10,000 a month in revenue. Do you recommend I go all in or find a better model? I would have to know way more about the model, honestly. We have a home health agency, pre-revenue, having an opening in a month. What are some of the advices in this industry when we rely on insurance for payment? Can you scroll up again, guys? Video sales letter that you have, right? And people are gonna be like, I don't want to deal with that. I'll just have them do it. Yeah. Yeah, you're right. Cool. Okay. All right. Rock and roll. Good stuff. This was fun. Let's do this again. You bet, Liz. I just want to make sure that you're not like— here's what's crazy about this, because I think this is good for everyone who's watching too. People will stay stuck at this level for Which I don't know where that was. Shit. Um, all right, I'll do another one. So, uh, what acquisition system, uh, would you, if you would sell ClickUp project management systems for marketing agencies currently doing $15,000 a month something clients through Upwork, is it— can you scroll down a little bit so I can see the word is getting clients? Okay. Getting clients for Upwork and cold email or like years because you keep thinking it's like a media buying thing. It doesn't matter. Like how you're doing your bidding and campaigns is like, we're talking about like 5% difference. Um, I'm guessing you have a pricing issue because someone who's going to be implementing a CRM is likely already doing, like, if they have so much work, they have to have like a project management system. You probably need to be charging way more. Um, and so either differences, like the things that are going to get you from You know, $600,000, you're going after the wrong customers. Uh, but it doesn't make sense because if you're actually implementing this stuff into their business and like $100,000 a month to a million or multiple millions of dollars a month, it's going to be strategic in nature. Yeah. But do you feel like you can execute on that? Thank you. Yeah. Okay. Rock and roll. Thanks, Lynn. They're probably bigger customers, so I think you're probably mispriced, number one. Um, I would imagine Upwork is also probably not the best place to find customers because it's like people who are like absolutely the cheapest. So I think you're, I'll bet you that your mindset is super skewed to like Upwork leads who are like cheap as hell. I would be doubling down on cold email and be looking at like $6,000 plus, you know, per month retainers and probably— Thank you, Alex. Yeah, you bet. All right. Selling projects that are in like the, We did one implementation like this. Well, how much did ours cost? $60,000? $30,000? Didn't we implement some sort of project management system inside of Media? $40,000. So ours was $40,000. So to give you an idea. So that was like just for one project and they had more than one customer. All right. So you probably are just like wildly undercharging. And I think cold email would be the best way to double down on. Hopefully that helps, Max. Hermosi Hotline coming in hot. There we go. Spicy. Okay. Cigar. All right, McKenzie, you are on Hermosi Hotline. Okay. Monthly revenue is $100,000. Hello, McKenzie. Hey, I'm 15. Teach me how I can build. Don't command me. Me to do things. I ask questions. Here's rules of engagement, guys. If you would like to increase the likelihood that I respond to a request, ask a question. Mackenzie, can you hear me? What's up? $100,000 a month. Hey man, how's it going? Rock and roll. Good. You got cold outreach. Got it. You're doing your custom apparel. Okay. Custom apparel. Interesting. Offer is apparel for colleges and college organizations. Like, give, give the current context, ask a question. All right. Organizations, so like fraternities and stuff. Yep. All right. All right. Colleges. Okay. And then the constraint is cold outbound works economically, but too many unqualified leads. Okay.

So does that mean that we're— how are you getting your leads right now? Just scraping.

So basically we're just trying to find contacts for these organizations. So let's see.

Los Fupolitos built a $15,000 to $20,000 a month. Can someone pause the chat so I can actually read it real quick?

Primarily through like Instagram. And then we just reach out to all of them cold. Okay. Okay. Here's Summit. If you only do meta ads, what would you do faster to make $10K only with one type of outreach method? Well then just use meta ads, dude. If you're only good at that, then just use the thing that you're good at. Okay. Loosefoot Bolitos, $15,000 to $20,000 a month YouTube business.

Okay. Podcast about soccer in Spanish. Awesome, dude. Congrats. What's the model? As far as like how do we make our money?

So basically Um, we handle the design side for all the apparel and then we outsource the manufacturing.

Um, I've been making the same amount per year I've been factoring. And so we're just kind of acting as a middleman and mark that up.

And so on all of our orders, we average about 35% gross margins. Yeah. So is that $100,000 a month, um, your slice or is that— that's top line.

Okay. Got it. So you got 35-ish of gross margin left over. Yeah. On 100.

Okay.

And so what's happening when we reach out to these different organizations is basically it's very hard to segment between who we think is gonna end up being a big customer with like a high lifetime value.

We have some customers who are focusing on the content and not on the business. How can I scale this up? Okay. So I'm gonna bet that you probably have, so I actually don't know what your monetization vehicle is. So I don't know if you're doing sponsorships or if it's ad revenue. I'm going to guess that it's one of those two things because just the way you described it, you probably, if you were selling something, you probably would have mentioned your product.

And, you know, $20,000 a year with us versus others that are going to spend $1,500 a year.

And it's just really hard for us to identify like what are the markers that make a customer in which group, you know? Yeah. So, yeah, and you've, and you, is there a reason that, I mean, you focus on colleges just because they were easy to reach out to decision product?

So I'm going to assume that you don't have a product and that you were just basically a media business, which there's nothing wrong with that. Yeah, so that was kind of, that was going to be the second part. Uh, basically what I found so far is like we're reaching out to the colleges, we've got the process really dialed in, so we have like a pretty good conversion rate. Like It's easy for us to acquire customers, but what I actually notice is that's what we focus our outbound on, but the AOV for the colleges is maybe like $1,200, $1,500.

We have other customer segments that are spending that. So if you want to, so think about it like this. There's, there's a couple of ways you can grow the business. Number one is that you can sell more media spots. That's the easiest thing you could do to grow the business. So that would be like outreach to other people who have, uh, who, who buy media in your type of business and are willing to buy more ad spots.

That's like thing one that's going to be capped though, based on the amount of way more per order per year. So let's talk about those. So we just haven't really figured out the acquisition as much. Okay. So what are those segments? Construction is a big one and also summer camps.

But the thing with those, I kind of run into the same issue because, you know, I might reach out to 2 construction companies of eyeballs and impressions that you're getting, but that would be like the fastest lever.

The second, you know, one of them they don't order like any apparel, and then another one orders like, you know, $50,000 a year.

So yeah, I'm still just trying to figure out, but so how to know. I just want to reframe it a little bit for you. So if you know that like, okay, well, construction seems like on average they're worth like 25 times more or something like that. That sound close to right? Yeah. Okay, so if you have some like duds and some good ones, but they're worth 25 times more, then I'd rather just do the duds and good ones play with, in general, people that are worth 25 times more.

Yeah, but I mean, I'm running into the same issue either way, so it's just basically targeting higher value customers.

Yeah, but I mean, I think, like, I'll say it differently, like, this is a feature, not a bug. Like, this is just part of what, what you have to do with outreach, and like, list segmentation and list enrichment is like part of what makes outreach effective.

Yeah. So do you think like basically on the last livestream, you know, I kind of went through the 5 Ms and I realized it is data that's holding us back from being able to scale. So I've already started, you know, having my devs like build out different stuff to help us track this data better. And I'm kind of wondering like, should I be focusing a ton of my time on trying to figure out and identify the segments more specifically?

Like, what makes this construction company spend more money, or should I be focusing on volume? No. Get the data right. If you take a longer perspective on the business, you knowing who your customer is is going to be data that you absolutely have to have no matter what. And so why would we delay something that's going to give us so much leverage on our messaging, our offer, our channels? Picking the customer is the first and most important thing that you can do in a business, and then your offer comes from the customer. The one regret that I have in the Offers book is that I would've added in Your First Customer, which is, I think, the first chapter in Lost Chapters. I would've added that as the first chapter of the Offers book, because so many people just, you have to start with the customer, and then from the customer, we reverse engineer the offer.

Yeah, and that's like one of the reasons why we target, uh, like fraternities and sororities is because on a per unit basis, like, they spend more per shirt, but that, the, you know, 50 shirts at a time versus 5,000.

Yeah, so all we have to look at, like, we just have to look at absolute profit per order, and then I would just like— that's, that should be like north star. So what is— so if we have, you know, 50 shirts with 50% margins versus 5,000 shirts with 20% margins, we'd still rather have 5,000 shirts because you're a middleman anyways. Yeah, it doesn't take any more work. Right. So like, right. So like, let's go sell the bigger people and expect that we're going to have some that are smaller.

But if we're shooting for 5,000 orders, your small ones all of a sudden are going to be 500 orders instead of 50. Yeah. Yeah, that makes sense. And I, you know, honestly, like, even though we don't have the data yet, that's kind of after the last couple of calls, like, I realized that is the direction we need to go in. Yeah. I'm trying to figure out how we should make that transition because, you know, it's like you always say, like, more than better than different.

And I feel like I could be doing more and better, but I'm choosing to do different because it's just a better model. Yeah. Well, you're, I mean, you're reaching out to me, so I mean, I make these rules, I can break them. So you're in an instance where like, it's, you should, unless you had a way that it was like, I'll say it differently. Like you could for sure double outreach and the business would probably double. And it's just like, I think there's just so much more meat in these other industries. 'Cause like, I think you'll, I don't wanna say you'll cap this out, 'cause like you could for sure become like, oh, maybe I'll think about it like this. These are the conditions under which I would stick with what you're currently doing, right? I would stick with what you're currently doing if you knew that those college customers would become lifetime customers. If you knew that every single one of those college organizations would just always order $1,500 a year worth of gross profit and you just knew that you were keeping 80 to 90% per year, then this business would just continue to stack and then over time you build this kind of like monopoly within the colleges of like the default T-shirt guy, right? That would be the condition under which I would, I would continue to pursue the colleges. And maybe you could just say like, okay, well, how do we retain revenue better? How do we get these people to reorder? Can we reach out to them more regularly so that they're buying 4 times a year instead of 2, etc., etc.?

Like, that would be that path. Um, but you were— I would say that we're kind of in that situation. Okay. I mean, we've been doing this for a few years now. We don't have like really any churn. Like our churn level is like extremely low. And we're very proactive, like you said, trying to get people to order more. Like we're trying to bring up the order frequency, bring up the AOB. But at the end of the day, it's like I could, I could probably just leave this running, like leave my operator just continuing that side of the business.

And then maybe shift my time towards focusing on these other, you know, targets, building up that acquisition system. I hear you. I, I, I'm gonna, I would do the other thing that's bigger. I'll be honest, I would do that. And that's normally not the advice that I would give because like the for sure bet, like if I had to say, how do I guarantee that you go from $100K a month to, you know, $250K a month? I would say, dude, just triple what you're currently doing. That would be for sure my bet because you're keeping the customers, you have, you know, gross profit that's there and it'll just continue to stack. That would be my Like if we had to bet, but if you're like, I want to get to, you know, $20 million a year or something like that, I don't know what are your goals?

I should have asked that earlier. What are your goals?

That's my goal. I'm trying to get to like $10, $20. Yeah. Then I think you just need, you're going to, you just want to get, you want to make, get paid more per, and it's the same number. It's the same level. Yeah. Yeah. I mean, you like, you could do more, but then we'd be asking the question, okay, how do we go from your current outreach level volume to like, how do we truly, and I mean this truly, like How do we actually do 10 to 50 times the outreach?

Like, you could do that.

That would be still probably less. It's not feasible with this target market. Okay, well then if that's that, then if we go metrics and then market, which is the next M, right, then, then I would rather go construction. That's bigger whales. If that's the market that you feel better with. I don't normally say that, but I think that it's probably what makes sense. And here's, here's the great part. If you do it, and you just fall flat on your face and you find out something that like actually makes construction suck, you can always just go back to the college and then just, and then say, okay, well my, my for sure path of, of growing this business is like I will 10x my outreach. That is your for sure path. You can always go back and do that. But if you have an opportunity where you can get, literally you're talking about 50 short orders versus 5,000, it's 100x leverage, then I'm like, I really want to look at something like that.

Yeah, that makes sense. Cool. And I guess like I just need to treat it as like a test. Like I don't need to like shut down my business and start doing construction.

No, like, God, no. You know, start building out another channel. Yeah.

I don't normally say this, but when I see 100x difference and you're at the size you're at, I'd rather you, I'd rather you look there. Yeah. Yeah, bro. That's like, that's what I'm thinking.

Like, I've been thinking the same thing you're saying, but I'm like, oh, this goes against all the advice. No, I know.

No, I mean, that's why you called. That's why we're here.

Cool. Feel all right? Yeah. All right. Sweet. Yeah. That's what I'm gonna do then. Just don't burn down the existing business. Have your operator still run it. Make sure it's still good. The things that you wanna make sure that you, like, what are the things you wanna validate for the new market is you wanna make sure as fast as possible that they reorder.

As long as you have that, then you're gonna have revenue retention. You're good to go. Yeah, that makes sense. I mean, okay, let me ask you this. This is— I, I, when I view, um, this business, like, the reason that we're able to penetrate the college market so well is because, you know, we target all of our marketing around that. Like, if you go to our website, that, that's the avatar we're trying to serve. Yeah, I've considered basically building out, maybe have like different websites for different niches. So like I just replicate everything we did for college but into construction, um, and kind of serve a whole nother avatar. I don't know if that makes sense, but like build a customer journey around them. And I just, I don't know if that's maybe like not the smartest way to scale is doing like more.

No, I don't want you to do like many different verticals. I definitely, no, no, I want you to commit to one of these things. And so we're like, this is a potential 100x in terms of leverage. For this type of avatar, which is the only— like, if you were like, there were 3 times as much, I'd be like, screw it, dude, just do more of the college thing. When you said $50,000 in order versus $1,500, like, that is a very big difference, and it's the same level of work for you. So at that point, that's why I'm like, I'm like, it is only because of the unique characteristics of that thing. The only other thing that we'd want to make sure is that you have revenue retention there.

Once you have that, there's more than enough construction firms for you to get to $20 million a year, no question. Yeah, 100%. Okay. Yeah, that makes sense. All right. Okay.

Rock and roll. But don't, don't spread it out. Like focus my efforts on one. Yeah. I don't want you to have like 100 verticals. That's not the point here. You like, you knew colleges, like every one of these ones is gonna have different nuances, different acquisition things, different sales pro— like you have to learn all that stuff again. But like, I'm, I'm only kind of like signing off on this because of the crazy difference in value and the virtually no difference in operational effort. So it's like you don't have to relearn how to, How to be a middleman for shirt ordering, right? It's like, it's the same thing. We're just targeting a different person. And then we only have to figure out one thing, which is how to acquire that customer versus the other. And once we have that, the rest of the business works the same. And we make, you know, 20, 30, 40 times more.

That's why I'm saying I think it makes sense. Yeah, that's exactly right.

That is the only difference. All right, cool, man. That's perfect. That's a game plan. All right. Rock and roll. Appreciate you, man. Appreciate you. Thanks. All right. Um, I have to pee like a racehorse. Uh, so, um, what are we doing on time? Because otherwise, uh, we can, we can hang out because I have to— I really have to pee. So why don't we do this? I'm gonna leave the stream on, I'm gonna pee as fast as only possible, I'm gonna have the sandwich, and then I'm gonna take Justin. All right, so I'm gonna be back because I gotta pee. I'm sure some of you guys gotta pee too, so I'll be back in 5. All right.

Is this Justin?

What's up, Justin? It's not Justin? Who is this? It was an audio playing on here. Oh, word. OK, so let's rock. Maybe I'll put my sandwich here. Justin, you up? Justin? Justin? Hello? It's just you and me, man. Hey, Alex. Just you and me. We're gonna do this. Okay. Can you hear me? Well, I don't know if Justin— I don't know if Justin's around. You can hear him? I'm here. Can you hear me? You want to close up? Test. Justin? Justin? Justin? Hello?

Yes?

No Justin. Hello? All right, well, I can't hear Justin, so— I can hear you, but okay. Otherwise, I'm going to start eating this sandwich. $100 Million Money Models, the training on how to— Justin, what's up, man? We're going to be covering all of this stuff in the next few hours together. All right, you'll also meet me in the background. That some of these things correspond with the chapters of the book, $100 Million Money Models. You'll also know that some of these things are not included in the book. I can hear myself aggressively. Some of these things are extras, they're Easter eggs, they're my gifts. Okay, I'm on headphones. Sorry, internet, where you can watch with your eyeballs. Listen to the earballs. I will have things that are additional. We stop whatever— that go in a little bit more depth because with a book, this is our first time. You guys can hear Justin with videos. I hear my own voice talking as a video on top of different examples and add in some chapters that I ended up cutting out in the final version. So enjoy. Let's get into the text. I can barely hear you because I've got context on my— the purpose. So Why does this book exist? The $100 Million Offers books answered the first question, what do I sell? Because if you have— all right, so I'm gonna stop this so that I can— from there, once you have something to sell, you need somebody to sell it to because you still can't get money. Something is aggressive in the background. $100 Million Leads answered that question. I know we're hearing something else. Strangers to want to buy your stuff. Now it might be me. Is that better? Subtitle of that. Do you have anything on your background? The core, and Lead Getters, and all the things we go going to now. You're on speaker. Why does money models exist? Is that any better? Well, money models exist between both of these books, which is how to monetize. For everybody who's live, I hear it as well. This is our first go around. Thank God. Oh, that was painful. Okay. Is that better? We did it. We did it, team. Great success. Kudos to the tech. I know, listening to myself and stuff.

All right, Justin, what do we got? Monthly revenue is what, $600 or $600K? Monthly, $600.

Yeah, just started a new niche, so it's like nothing. Previous generalist income is like $120K per year. Justin? Yeah, can you hear me? Well, we cut out, we cut out 2 of, we took, we cut out 2 of 2. All right, so just so you guys know, we were incredibly prepared for today. We're a company that always makes sure ready, fire, aim when we try marketing things. I feel like this is a good— I'm going to put this down because I'm just going to hang out. Justin, I'll get you on the next time I do this. Okay. Ah, fuck. There we go. Okay. Justin, I'll get you next time. Otherwise, you guys can hear him now? Jesus Christ. All right, Justin, this is the last time. I'm going to get on here. And if I don't hear him and only him, I'm eating the sandwich because this thing smells amazing. All right, Justin, are you on? I'm here. All right, we made it, guys. We did it.

Justin is on. All right, Justin, are you doing $600 or $600K a month?

$600. I've just niched down from generalist. Generalist income is $120K a year. Okay, so you're doing $120K. Moving away from that. Okay, got it.

All right. And what do you do?

So you do automation for ERPs? Yeah. Okay. Yeah, particularly auto-processing. Auto-processing. What is that? Order processing. Order processing. Email that. Yeah. Word. Okay. So you just niche down ads are not targetable. Okay. So before this, you were doing what? Automate anything for anyone.

Automating anything for anyone. Yeah. Okay. So how were customers coming to you before this? 2 years ago, I did some videos on how to automate things, and that's been it. Those videos have driven everything. Do you still make videos? I'm about to start again.

Okay.

With a new type of video because Those videos got me leads that were freelancers who wanted to automate other people. There weren't that many business owners in there. Interesting. Okay. Huh.

Noted. Um, hmm.

Would you ever teach people how to automate stuff? Yeah, I've done lots of that. I've done lots of videos.

I have lots of people on my LinkedIn who want to learn how to automate.

I'm trying not to.

And you don't want to sell to them?

But I don't know how much money they have, to be honest. A lot of huge things started. Oh, I mean, the thing is about— it's not about how much all of them have, it's about how much, you know, 5% of them have. So what's the, what's the goal here? Do you want to make money?

Or like, what's the goal?

What do you want to do? Yeah, goal is like $500K net profit. You just want to make money per year? Sorry. Yeah. And you're good at this and you care. You don't care about building a sellable thing. You just care about making money. Yes. Okay. I think that if you have a tremendous, like right now you have a very valuable skill. I think that you teaching people this valuable skill might be something that will for sure be able to make you $500,000 a year net profit. If that's your goal, that is, I think, for sure the easiest path. Easiest and fastest. Now, if you're like, I want to get to $20 million a year, different. But if you're like, I just want to get to $500,000 a year, super doable. Might be something that will for sure be able to make you $500,000 a year net profit. If that's your goal, that is, I think, for sure the easiest path. Easiest and fastest. Okay. Now if you're like, I want to get to $20 million a year, different. Okay. Yeah. So I think you just take all these people who are reaching out to you. But if you're like, I just want to get to $500,000 a year, super doable. And the videos that you clearly do really well, do more of that. And then probably sell some sort of like automation certification, something like in the neighborhood of like, you know, $3,000 to $6,000. So you have to sell 2 people a week to make $500 grand. Right. Okay. That sounds chill. Yeah. Okay. You could probably just do it on school. Yeah, just do it on school. Yeah, exactly. Definitely. I think the number 1 community on school right now is an AI automation thing. For sure people buy that. Just do it. Just sell it as an annual membership. They get 5, 5 or $6,000 a year. If you don't feel confident yet, start at $3,000, you can bump it to $5,000 or $6,000. Have it billed annually, and they get access to, call it, like 20 different types of automations that are most common for businesses. And the nice thing is that you'll get both business owners and you'll get freelancers who all want to do it. Either they want to do it for themselves, they want to do it for other people, but either way it works. Yeah, yeah, okay. And if you want to be more efficient with it, I would drive it to a sales call funnel rather than direct to a purchase page. And so I just like sell them and then basically show them the about page, have them buy on the, on the call with you, and then they'll be in. Yeah, love this for us.

Great. Was that as good for you as it was for me?

Yeah, yeah, I've been tempted to do that for a long time, so it's good to have some permission. Good. Yeah, super simple. Yeah, everybody wants this one thing from you, that you have this value, very valuable skill. You have an existing media asset that continues to deliver these types of leads. Let's just go make a high margin product that you want to make $500,000 a year.

Awesome. Great.

Sell 100 people at $5K. Yeah. And it'll recur. Awesome. Amazing. Awesome. All right. This was great. All right. We'll talk soon. Welcome to Propose Your Highlight. And thanks for being a sport about the audio. You were great. Yeah. No worries at all. All right. Oh no, you're good. No, you're—

but good observation.

All right, thanks, Justin. Appreciate you. All right, so chat, let's rock and roll. I'm gonna have this sandwich and, uh, I will stay on as long as it takes me to eat this sandwich. Um, so what do we got here? Anybody else eating lunch with me today? Anyone's having some lunch? Um, if you guys can pause on any of these questions, I will try and answer, um, some of them. So I'll give you some secrets of my sandwich, my sandwich habits. I eat a lot of sandwiches. So I eat sandwiches for lunch pretty much every day. I alternate where I get them from. And so yeah, that's, that's how I do that. So this is, each one of these slices is typically 1 ounce of meat. And so if you get 3 slices, you usually have 3 ounces per. And so this is 6 ounces because it's 6 slices. And so I pre, I pre-tear all of my extra meat because anybody who's had a lot of sandwiches knows that if you 'Cause if you do, if you try and load the sandwich up, it becomes this open thing and the ratios get all off. If you know, you know. And so what I do is I tear, pre-tear these to like my bite size. And so then I take my sandwich at the appropriate ratios. Now we're gonna need the most added meat, it's gonna be the front and the back. And so I will take my front guy, get a dip, so I'm not being a pig here, just get a little dip on the front so I get a little sauce. 'Cause I have no sauce on the sandwich, that way I don't trust somebody else to just put tablespoons and tablespoons of mayo on. And then I basically front-load it. Hard to beat. Hard to beat. All right. Maybe we'll go question, bite, bite, question. Maybe I'll go 3 bites. Bite, bite, bite, question. Oh, I'm so hungry. Okay, just pause it somewhere. Okay, home health agency, pre-revenue home health agency. I don't know what that is. Opening in a month. Okay, this is super tough for me to read. What are some advice in this industry when we rely on insurance for payment? Yeah, or do we have to rely on word of mouth? Um, well dude, you're pre-revenue, you don't even, you don't even make money yet. So like, you can, you can be cash or you can be insurance. I typically don't like someone else controlling my pricing. The advantage of being quote in-network is that they should be able to send you lots of customers. That's like the main benefit of being like kind of in-network. I would need to know more about home health in terms of what that actually is. So I'm actually kind of confused. There's a lot of like home health services. So I'm going to go to Biswara Paray. Alex, all your strategies are used in new service businesses, but as a doctor urologist just starting out, And they're already famous urologists in my city. How can I build my practice using your models? Dude, it's gonna be marketing, man. You just gotta advertise. So you have to, you have to make content around your stuff. And one of the advantages that you will have compared to the more established guys is that you should, should be able to run higher margins because you're not doing, you don't have nearly the overhead that they'll have. So you're gonna beat them on being able to be higher margin per service. And that their people or patients are gonna have higher access to you. All right. Those are gonna be the primary things. Something worth considering, by the way. Um, I think concierge doctors tend to do very well. I don't know how many, like if you're gonna do like surgeries or what, but I think you selling people, cause like you're just getting into it and you might as well start where you're going to end. Most of the physicians who practice for 20, 25 years realize that a concierge model that doesn't rely on insurance is a far more profitable and a way better way to live. And so they just convert from having like, you know, 25,000 customers to just getting 500 customers who pay them like $1,000 a year, and they make $500,000 a year. Super chill, they have their cell phone number, and it just like makes life really easy. And they just become general practitioners for those, you know, 500 or so customers. So something worth considering there in terms of strategies, but by and large you're going to have to advertise via content today. That may change, but right now it's gonna be content, 'cause you're not gonna be able to outspend the other guys on the ad side. And you should be able to run decent margins and maybe having a couple relationships with maybe like some hospitals or other practices that might get urology type stuff, maybe just some general practitioners that they'll refer you business because they'll feel bad for you. So with that question, we will now have a couple bites. So if you guys are eating lunch with me, then cheers, we can have a bite together. Um, yeah, I don't know about you guys, but I'm starving. So are you guys liking the whole livestream thing? This is new. Um, new for me, new for you guys. You guys are like, how does the— how does the sausage get made? This is literally how the sausage gets made, except I actually like this so much more than YouTube videos. Like I like this so much more than YouTube videos because I feel like we're hanging out, whereas otherwise I just have like my team behind the camera just yelling at me saying like, say the intro again, let's take it again from the top, and I just want to kill myself. Oh, you guys like it? Okay, cool. I think, I think it's the future. I think I'm going in on this hardcore, and I'd recommend you guys do it too, because I think, I think it's one more intimate way to hang out. You get to, quote, see how I'm, quote, off camera. And so you're like, I wonder how he's like normally. It's like, this is it. This is how I am. All right, I said 3 bites. Okay. I would be a good streamer. Thanks, Daxney. Trying to decide between being a loan broker earning 1% or recruiter brokers earning 0.5% with unlimited all their loans. I mean, for sure I would go recruiting brokers. So you're telling me I can get half as much money on unlimited people versus 1% for myself. Each one of those become a consistent node of revenue that continues to pay you over time. So this is a leverage question. You literally just get paid on every single person. Basically, as soon as you have 2 producers that do well, you would make what you were making before. Like, to me, that's a no-brainer. That was an easy question. All right, best way to scale wedding photography business. So everyone you have basically 4 fundamental ways you can advertise. Core 4. You've got outreach, you've got— so outreach to get customers, number 1. You've got paid ads, number 2. Number 3, you got content. And number 4, you can do outreach to affiliates. All right? So it's a little tweak by combining the 8 that I have in the Leads Book into probably the 4 most likely for most of you. So if I own a wedding photography business, then I'm gonna be curious as to like what percentage of people are running wedding photography businesses that are doing this off of, like how many people are coming off of ads? How many people are coming off referrals? I would bet that for a wedding photography business, like it's a one-time purchase that you make. You probably ask other people who are local to your area who they used. So I would be more likely to probably recruit wedding planners. So I would probably go outbound wedding planner. Offer to do photography, uh, for whatever price they can sell it for and tell them they can keep 100% of it, uh, for like 1 or 2 customers so that they have an incentive to push me and they get to keep 100% of the money. And then I prove to them that I'm good, and then we figure out some sort of deal. And I would just repeat that over and over again. And so each of those wedding planners and, you know, helpers would then become my nodes of distribution that would then feed me customers. That is how I would probably do it. All right, I'm owed another bite. Little dippy dippy, little dippy dippy. Yeah, this is fun though. I feel like we're just hanging out. We're having lunch. All right. HQ AI, awesome, you like it. Great, okay. Physical product, okay, rotund question. So Wisdom Path, as an autistic, how to translate feedback into defined action that leads to improvement at business? Honestly, man, just read the books. Like, I feel like I write as an autist. Seriously, I just like, I just break everything down into behaviors, which I think that's the whole point. And so I also just wouldn't let like Any labels limit you. Like some of the most successful people in the world are autistic. So like I just wouldn't like let that be a handicap. A lot of super successful entrepreneurs are quote ADD. It's just like, I would say it's more of a trait rather than a handicap. Just something like worth, at least that's how I see it. Yeah, global hangout and eating. What lead magnet would you set up for a craft subscription box business? Hmm, hmm, good question. What lead magnet for a craft subscription box business? Hmm. Well, it'd probably be, I feel like that's more of an e-commerce play. I don't even know if I'd have a lead magnet. I would think that it'd be more like, I'm gonna make content using the stuff in my boxes and then solicit people to go buy the next box. And then I'd probably go like first box, Our first 3 boxes are like half off or something, and then after that, after they've had 3 boxes, uh, let the, let the price bump. That's what I would do. Okay. All right, Micah, I have a $150,000 marketing budget a month. Okay, 30% budget is what works, 20% iteration, cool, love that. Okay, my director Said 100 new creators a week. Love it. So how do you run that many if they don't exit the learning phase? They should. I mean, $150,000, you're doing $3,000 a day. Um, I mean, as soon as you do start to have winners, like once you get a certain amount of spend, they should get out of learning. Absolute worst case scenario. Cut the creatives down to 25 or 50 and then run it that way. But it doesn't make sense to me that it wouldn't exit learning. Okay. I'm a musician at the moment in the ideation phase of a new instrument accessory. Um, lost it. Sorry. We're trying to like pause the chat so I can read them. Um, Okay, just stop there. Okay, I have a client acquisi— so Youssef, I have a client acquisition and retention agency for residential cleaning. My price point is $1,500 a month. Recently sold the whole system for $5K through school. The sale wasn't smooth, so I don't know if I have product-market fit. I mean, if you've only done one, like, you probably don't know anything. You probably have to, like, learn how to sell. Yeah, I don't know if you include services in there. I'm guessing you don't. You said it's like you save acquisition retention agency, which sounds like marketing and some sort of information that you're selling. And you sold the whole system, but there was no recurring unless you're doing $5K annual, which makes not a lot of sense given it was a service for residential cleaning. So with a business like yours, what I'd rather do is have like a big headlong town model. So it's like maybe it's like $5,000 upfront front and then it's like $1,500 a month. So combine those two things together, $5K up front, $1,500 a month after that. Yeah, that's probably how I do it. And then in terms of the sale being smooth, I don't think it's product market fit, dude. Residential cleaners want customers, they want to keep customers. You don't need to test product market fit, you just don't, you gotta learn how to sell. That's all that is. And it's also like, What are you judging this on, like one conversation or like 100? I would just erase that from your mind. Okay. The Maker's Lair. Hey Alex, I'm building a branded medical product with an app. Okay. How do I know if the product truly works, when to double down versus pivot? I mean, shouldn't you try the medical product out, have people use it? Like, what you should be following is like Y Combinator has just really amazing stuff for if you're getting in the product direction or app direction, excuse me. And I would really strongly be considerate, like I don't dissuade you because I want everyone to start doing things on their own, but like, I won't even get into that. I'll just say this, try and find 100 people who love the product and keep making it until those 100 people are obsessed. Don't worry about anything else. All right, I'm outta bite. It's bite time. Peanut butter bite time. You know how it is, Luke. So we can all thank my Gen Z, Gen Z, uh, Luke the Duke for being like, hey, live streaming is cool. You should try it. And so here we are. Uh, also the first time we did one of these was on Sean, Sean Puri's podcast. And he was like, we're, we're calling out Hormozy hotline. And so we called people up and people seem to really like it.. And so that is why, uh, we're doing this. I'm so hungry. What? Okay. I'm a video game coach making $4,000 to $5,000 a month, 57,000 subs on YouTube. I charge $30 a month and get 50 to 60 new students with group coaching, but I turn the same number. Okay. Yeah. Realistically, you'll likely want to sell— like, here's the thing. Education alone is not a recurring product. Community is a recurring product. Services are recurring products. And so we want to make sure that we're matching how we're billing to how we deliver value. And so it's far more likely that you deliver value upfront, right, to people. And so I would suggest probably raising the price or doing some sort of annual thing so that you can appropriately value the information or the education, and then have a much smaller backend for the access to the community and, you know, maybe other services or calls or whatever else that you do. I think it's one of the biggest biggest mistakes that people make in kind of the education/services world is that they think that because someone would say yes today when they don't know how to do something, that 3 months from now when they now know how to do it, that they still want to pay that. So we have to break apart our product offering into what are things that are consumable and what are things that are one-time. And so the one-time things typically have significantly more value, and then you have the consumable elements that are typically less value, but they recur month over month over month. For example, I am a reoccurring customer of the sandwich shop because it is consumable. I eat it and I still need another one tomorrow. Whereas if I learn how to make sandwiches for myself, then the skill of making the sandwich will no longer be required, but then I'll need a subscription to bread and meat and lettuce and whatever. And so you want to break apart your product into like community is something that people consume on a regular basis. Calls might be something that they consume, but those in and of themselves might not be inherently valuable. I mean, depending on how good you are. But education system can be valuable. And so all these kind of depend, but this is something that's valuable one time today